The Lure of the Brand: Evidence from the European Mutual Fund Industry

We investigate the effect of the fund provider s brand on mutual fund flows by using a unique data set that represents a direct assessment of the brand image of European fund providers. A superior brand image increases the sensitivity of fl ows to past performance, while an inferior brand decreases it. Funds with a superior brand are not protected against out flows when there is underperformance. A superior brand, coupled with high past performance, generates persistent infl ows and performance persistence so investors will benefi t when a superior brand fund with high past performance is chosen.