Building the corporate brand - beyond individual loyalties
Oliver Loch and Patricia Kidd
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
Financial services firms serving the needs of very high asset investors...