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.
Research Papers
Building the corporate brand
Catalogue: Congress 2006: Foresight
Authors: Oliver Loch, Patricia Kidd
Company: Harris Interactive (Europe)
June 15, 2006
Research Papers
Storytelling with international millionaires
Catalogue: Congress 2008: Frontiers
Authors: Sarah Hamburger, Patricia Lawry
 
September 26, 2008
