|Author(s): Oliver Loch, Patricia Kidd
Collection: Financial Services 2005
Keywords: Brand Research
ESOMAR Best Paper Award 2005/2006
|PDF version (download)|
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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.