The surname is the first contact with the investor

For a management company, choose a name is not as trivial issue that it sounds. His surname is part of his identity, that is, it is part of the set of images, values, features that are attached to a particular enterprise. That summarizes the latin proverb, "nomen est omen", namely "the name is an omen." If the effects of the name of an asset manager on his collection have not yet been studied, known in any case that the only entitled funds, which define their style, have an impact on their subscriptions, with possible adverse effects (box read). In addition, managers and investors are influenced in their own decisions with the name of the companies in which they place their money (see next page). The surname is the first contact with the investor. A gateway. Simply talk to investors of the essence of their profession, this is not always easy for a Manager. Thus, the financial of the Exchequer may want to suggest to customers that the investment is in it, a game that requires patience, calm, and strategy. And is part of the period. The Manager is a chess player the trader is, him, more poker enthusiast. The name communicates referents, values, and is already the client in condition. It must give confidence, one of the bases of the job of Manager. And to reassure, alone of the wisdom of the elders. Thus, the "Greeks" are legion, as Acropolis AM, Cosmos private management, Ulysses heritage or Odyssey Venture. The reference to the mythology remains a "must", but to handle with caution because it can lead performance expectations Ethereal, if not unrealistic on the part of customers... Thus, Revel, a manager has to name Jupiter, the God of gods and men, and an another that of Neptune, the Roman deity of the oceans.

A question of style

Quantitative managers, the very marked style, clearly announce the colour: Pythagoras or Cogitam, inspired by the "cogito ergo sum" of Descartes, "I think therefore I am" which could mean "I manage therefore I am"... Names can illustrate a concept or an original approach. Example, Tobam, to "think Out of the Box" asset management. An expression that means think and reflect off the beaten. Chaired by Yves Choueifaty and composed of the elders of the quantitative management of Lehman Brothers in France, Tobam opted for an unusual approach: addressing management through reference indices.

Differentiate in a bloated and cluttered market is also an objective, including for the shops. Tree, fruit or flowers, natural references are in addition a pledge of proximity with the client as evidenced by orchid Finance, Tangerine management, or Sycomore AM. Independent managers like to give themselves the image of managers animated the spirit of conquest for new chips, the companies on all continents. Thus, the Champlain financial owes its name to Samuel de Champlain, both a Navigator, Explorer and cartographer of the 16th century, whereas with Admiral management it is already the great ocean air blowing in asset management.

At a time when many claim the management belief, that takes marked paris and strong values, Convictions AM is thus proclaimed one of the standard-bearers of this movement, popular in the shops.

The larger of the management company and conventional style, less it have latitude to his name, and less it will fanciful and original (read below "Amundi,"Manager world"in his Kingdom"). The chosen name must indeed speak and speak to a wide audience of investors, on all continents, and therefore different culture. It must find a broad consensus. Looking professional, "hedge funds" have more freedom in their surnames such as Everest, Trafalgar, Citadel, Mohican, Viking or Magnum...