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Article: The name of the game.(Chase Fleming Asset Management)(JP Morgan Fleming Asset Management)
- Article from:
- Money Marketing
- Article date:
- June 14, 2001
CopyrightCOPYRIGHT 2001 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Chase Fleming recently changed its name to JP Morgan Fleming and decided to ditch its Save & Prosper brand. Do you believe what has been its second rebranding in less than a year will be detrimental to the group?
Attree: Undoubtedly, in the short term, it will have a detrimental effect as investors will have no recognition of the new name. The Save & Prosper brand was well respected by IFAs and their clients.
But we believe this will only be a short-term effect as the new company has already launched a large-scale marketing campaign. In the longer term it will not have a massive effect and more will depend on the risk-adjusted performance of the funds ...