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Global Market Research 2011
Global Market research 2011 is the 23rd annual industry study undertaken by ESOMAR. Providing a comprehensive and authoritive view on the state of the market. Available now in the Publications Store
Building the corporate brand
Beyond individual loyalties
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Author(s): Oliver Loch, Patricia Kidd Collection: Financial Services 2005 Keywords: Brand Research  ESOMAR Excellence Award Winner - Best Paper 2005/2006 |
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| EUR 15.00 Members: EUR 12.00 |  |
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.
Date of publication: 01.02.2005
ISBN: 92 831 1371 3
Order Code: S292_09_Loch-Kidd
Number of pages: 19
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This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.
For further information about publications contact ESOMAR Customer Service:
publications@esomar.org
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