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CFA Institute has been investing more in building the global brand to help gain influence, achieve greater recognition of the CFA Program, and drive demand for charterholders.
Each year, we conduct a brand health tracker to measure the success of our global brand building efforts. The results from this year indicate that CFA Institute global brand awareness among institutional and high net-worth investors (HNWIs) grew to 25.6%, a nearly +17% increase since our benchmark in 2017.
It is clear that the launch of “The Right Question”, our HNWI-focused advertising campaign, helped drive awareness. The brand tracker showed a 71% improvement in unaided awareness level among investors with over $3 million in investable assets in the US and Canada.
In addition, the results show that brand campaigns are helping to maintain institutional awareness of CFA Institute and increase employers’ ‘likelihood to hire’ (LTH) across the globe.
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