Abstract:

Historically, brand building has not been a high priority for many wholesale banks. However, in today’s 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.