AC Nielsen: SBI MF has strongest brand equity; ICICI, UTI come next

There has been a phenomenal growth in the mutual fund sector during the last few years. With the introduction of one or the other mutual fund scheme, investors have been bombarded with choices. Obviously, in this growing market, fund houses with the greatest brand equity are the ones that will capture the biggest spending investors.

Competition amongst the mutual fund companies is high today. Thus creating sufficient media noise is just not enough to secure a strong brand equity. A recent study on mutual funds done by AC Nielsen Winning Brands, claims that SBI Mutual Fund has the strongest Brand Equity Index of all funds. ICICI Prudential follows next, while last year’s winner, UTI, is in the third position.

The survey has been conducted for the second time in a row. In its second year, the study tracks the brand performance of various mutual fund houses. This year, AC Nielsen Winning Brands Mutual Fund surveyed 1,652 investors in person across 10 cities in India.

Both SBI MF and Prudential ICICI have strong ‘awareness to consideration’ ratios, indicating that the level of awareness created by their composite marketing activity is working positively towards conversion from knowing to considering.

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