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.” The Wirthlin Values approach is used to develop an emotionally-based global positioning that links the relevant elements of the advisor and the firm to motivating personal emotions shared by investors around the globe.

Building the Corporate Brand

Beyond Individual Loyalties

Oliver LochUBS, Switzerland.

Patricia KiddMarketing Communications Research, HarrisInteractive, United States.

INTRODUCTION

Financial services firms serving the needs of very high asset investors (those...