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.
Building the corporate brand
Catalogue: Congress 2006: Foresight
Authors: Oliver Loch, Patricia Kidd
Company: Harris Interactive (Europe)
June 15, 2006
Storytelling with international millionaires
Catalogue: Congress 2008: Frontiers
Authors: Sarah Hamburger, Patricia Lawry
September 26, 2008
Research World (May 2006)
Catalogue: Research World 2006
Author: ESOMAR B.V.
May 1, 2006
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