InvestmentsMay 8 2013

Aberdeen in global brand overhaul as big funds near capacity

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Aberdeen Asset Management is set to launch a major global brand overhaul including a new logo and slogan, as the group looks beyond its giant Asia Pacific and emerging markets funds reaching capacity.

The FTSE 100 fund giant will employ a new “simply asset management” slogan as it launches a marketing push in more than 20 countries in 13 different languages, aiming to foreground its status as solely an asset management business.

The global push comes as Aberdeen’s most successful franchises are reaching capacity limits, with its Asia Pacific funds run by Hugh Young expected to ‘soft-close’ to new investor inflows imminently. The group has recently taken steps to limit flows into its Emerging Markets fund.

The new campaign, which will last for six weeks, comes after research showed clients are only aware of the firm’s highest-profile funds.

“Research amongst clients, distributors and other stakeholders however identified perception gaps as to the group’s scale of operations and its breadth of expertise across major asset classes,” the group said.

Aberdeen added it hopes the “refreshed brand” will “support efforts to deepen its penetration in key wholesale markets such as the US”.

Chief executive Martin Gilbert said: “In a highly competitive marketplace, we felt we needed to work harder to say what we stand for and what makes us stand out as an investment partner.”