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Komfie Manalo, Opalesque Asia for New Managers:

Vincent Au, the Portfolio Manager at New York-based hedge fund management firm Gondor Capital Management, said that a brand is the most valuable assets of start-up hedge fund managers and smaller funds as he urged them to establish themselves as solid brands especially in a crowded marketplace.

"There are more than 15,000 hedge funds crowding the marketplace across the globe offering different strategies but targeting almost the same investors," said Au. "With the number of requests for meetings, presentations, phone calls, emails, etc from investment managers, hedge fund investors are getting a hard time filtering the amount of information and have less time evaluating each manager. More often, investors turn to hedge funds with strong brand names when choosing which fund to allocating,"

Au maintains that hedge fund managers must understand the three important steps in establishing a strong brand with the aim of raising capital in a very competitive environment. These are the quality of the fund offering, investor's perception of the quality of the fund being offered, and the strategies involved in marketing and selling the products.

An independent research by Donald A. Steinbrugge, managing partner at Agecroft Partners, also claims that branding needs to be an int......................

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