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Monday, April 23, 2001 Victory Sweeps Away Brand-Name Clutter What's in a name? Obstacles to distribution, according to a KeyCorp spokesperson. The firm will begin a rebranding campaign through the print channel on May 1, consolidating its different brand names around the Victory label. "It makes a lot more sense to have one name in front of people than five," said a KeyCorp spokesperson. "And mutual funds are a lot more brand-conscious than the institutional business." Three reasons convinced executives to leave the "Key" out:
KeyCorp has approximately $75 billion under manage or advisement, with approximately one third in its bank trust operation, one third in the mutual funds, and one third in its institutional and pension fund management business. Printed from: MFWire.com/story.asp?s=26522 Copyright 2001, InvestmentWires, Inc. All Rights Reserved |