The brand effect of the fund refers to the influence of the brand awareness and reputation of the fund company on the scale and performance of the fund. The size of the fund also has a certain impact on its performance. On the one hand, large-scale funds can reduce risks through diversification, and at the same time enjoy more favorable trading conditions and lower management fees, thus improving performance. On the other hand, due to the small amount of funds and relatively few investment targets, it is difficult for small-scale funds to be effectively dispersed, and at the same time, they are easily affected by investor redemption, thus affecting their performance. Therefore, when choosing a fund, investors should not only pay attention to the brand effect of the fund company, but also consider the scale and asset allocation of the fund in order to better grasp the investment opportunities.