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From Kirsten Bischoff, Opalesque New York:

This is Part One of a three part series.

For many of those funds which made it through the battlefields of the past 18 months, 2009 marks an opportunity for managers to look at their firm, their funds, their strategy and their approach to the markets, and define their brand to the investors returning from the sidelines.

As the number of hedge funds has decreased significantly, now may be the best time to break out from the pack and determine what images, principles and motivations best define you to investors and potential investors.

“Branding is arguably more important today than it has been in the past for managers defining their investment style for investors,” Troy Buckner Managing Principal of New Jersey-based NuWave Investment Management told Opalesque.

Brand Management: The application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product…(......................

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