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Building the corporate brand

Date of publication: June 15, 2006

Catalogue: Congress 2006: Foresight

Company: Harris Interactive (Europe)

Authors: Oliver Loch, Patricia Kidd

Abstract:

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.

Oliver Loch

Author

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Patricia Kidd

Author

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Loch and Kidd (2005a, February 01). Building the corporate brand. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/building-the-corporate-brand


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Ryan, C. (1989a, June 15). Brand building. ANA - ESOMAR. Retrieved April 27, 2024, from


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Citation

Loch and Kidd (2006a, June 15). Building the corporate brand . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/brand-building