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From Kirsten Bischoff, Opalesque New York:

This is the Final Part of a three part series. Part One is available: here and Part Two is available: here

Hedge funds that in the past did not wanting to be seen as "marketing themselves" also now need to consider the image of their brand past the limited number of investors and potential investors they pitched to. Typically, track record was the complete focus for managers, but that has changed as the spotlight on the hedge fund industry has grown exponentially along with the financial crisis.

Additional media attention means that those firms with well-defined brands, that consider their image in everything they do have the ability to better control the information that reaches their investor base - and the larger public. "We tell all of our clients that any words written into their investor letter will potentially be seen by thousands," advises Richard Dukas, President of New York based public relations firm Dukas PR. "Managing your message has to also extend to everything you do, including everything you say and everything you write."

Websites Part of the drive toward brand management has come fro......................

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