Building the corporate brand - beyond individual loyalties

This paper deals with the specific research methods and tools used to help UBS develop a global corporate brand with credible appeal to high net worth customers who think of he individual advisor as the 'brand'.

Building the corporate brand – beyond individual loyalties

Oliver LochUBS, United Kingdom

Patricia KiddMarketing Communications Research, Harris Interactive, United States

INTRODUCTION

Financial services firms serving the needs of very high asset investors (those with $500,000 or more in investable assets, excluding real estate and 401k) face an unusual challenge. The sheer volume of assets being invested creates an extremely strong reliance on the financial advisor. High asset investors view their relationship with their trusted advisor as primary, and the financial services firm itself is relegated to a secondary role.

This creates in interesting branding situation. It's not advisable...

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