Affluent Investors Seek Brands That Demonstrate Trustworthiness and Resilience

RHINEBECK, N.Y., Feb. 2 /PRNewswire/ -- Phoenix Marketing International, one of the fastest-growing research companies in the U.S., announced today findings from its latest study among investors age 35 to 64 with household income and investable assets (excluding employer-sponsored retirement plans) of at least $100k.

Conducted this past November, the Phoenix study shows that Fidelity, Vanguard, and American Funds command the most favorable overall impression among firms well known to investors. Fidelity and Vanguard also receive top brand consideration among affluent investors. Prudential and John Hancock are leaders among the most important criteria used when selecting providers of retirement products. "Financial services firms offering products and services for retirement must be perceived as trustworthy, that they conduct their business with the highest ethical standards, and are financially stable. They must also demonstrate that they are well positioned to weather the economic crisis and they care about their customers. Advertisers who promote these messages have the greatest success in the retirement category," stated Kristina Terzieva, Phoenix Product Manager for this semi-annual study.

Phoenix reports that half of investor households have experienced a moderately negative impact from the economic crisis, while 42% have been relatively unharmed or have seen some improvement despite the crisis. Nearly half indicated that they moved from riskier to more conservative investments in the past year, but the proportion who intend to do so in the next six months has dropped significantly (to 17%) and fewer intend to hold steady in their investment positions in the near term, compared with the past year (31% vs. 39%.). Small community banks and mutual fund firms stand out as the most trustworthy, while credit card companies are viewed with the greatest distrust.

The Phoenix study was conducted among 850 individual investors. Findings are representative of U.S. investors grouped by age and state of residence. Also reported are detailed evaluations of 13 Print and 19 TV advertisements for 10 leading brands: John Hancock, Lincoln Financial, MassMutual Financial Group, MetLife, Northwestern Mutual, NY Life, Oppenheimer, Pacific Life, Prudential, and The Principal.

The most effective Print ad was for Lincoln Financial, while Pacific Life had the most highly regarded TV ad. "Most successful ads share a number of common strengths observed in recent years by Phoenix. Among them are TV and Print ads from The Principal, Lincoln Financial, Pacific Life, MassMutual, and John Hancock," added Terzieva.

A summary of study findings is available for purchase from Phoenix. A customized report can be produced for financial services firms seeking detailed analysis of their brand health and the effectiveness of their Print and TV advertising.

This release was issued through eReleases(TM).  For more information, visit http://www.ereleases.com.

SOURCE Phoenix Marketing International