USA Today notes that the biggest mutual funds are getting even bigger; the Growth Fund of America, Vanguard 500 Index and Pimco Total Return fund each manage more than $100 billion in assets. JPMorgan Prime Money Market Fund and American Funds' EuroPacific Growth are getting close. Clearly, brand value in the fund industry is really crucial. I'd like to see an academic study on the role that brand plays in asset acquisition. Last year, the top 20 funds received nearly 60 percent of all inflows. In addition, three of the top fund firms, American Funds, Barclays Global Investors and Vanguard, all fared well in the scandals that rocked the industry over the last two years. There will always be room for upstarts, however, good performance and good press are critical.

For more:
- here's the article from USA Today