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

INTRODUCTION

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

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