Abstract:
Historically, brand building has not been a high priority for many wholesale banks. However, in todayâs increasingly congested banking environment, it is becoming more and more important for banks to differentiate themselves from the competition. Union Bank of Switzerland (UBS) decided to meet this challenge by conceiving a global advertising campaign, launched in October 1995 to help build a strong and unified global brand. This case study outlines the significant contribution of marketing research in the development of UBS's global brand campaign.
This could also be of interest:
Research Papers
Tomorrow's panels are here today
Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions
Authors: John Clemens, Jonathan Jephcott
 
June 15, 1987
Research Papers
Kids of today and tomorrow
Catalogue: Latin America 2014: Accelerating Growth
Authors: Carlos Garcia, Jo McIlvenna
 
April 4, 2014
Videos
Today and tomorrow
Catalogue: Sensory Forum 2015: Marketing Meets Science
Author: Herb Meiselman
 
June 15, 2015
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)