Vanguard and Fidelity were named the number one and number two "stars" in a recent survey by Cogent Research, a Cambridge, Massachusetts strategic marketing research firm. Cogent’s survey, Investor Brandscape, measured customer loyalty, ownership, revenue and equity of brand among 38 fund companies to determine the strengths of the fund companies. Interesting research from a marketing and distribution standpoint, but how does investment performance impact on all of this?

Source: Investment News