Abstract
Overview
Introduction
This brief explores how private banks brand themselves and leverage their
brand value, including case studies and primary research.
Scope
- Explores the branding process and the multiple dimensions of the wealth
management brand;
- Examines the competitive positioning of key players in the market;
- Analyses providers' approaches to key challenges related to branding in
the wealth sector.
Report Highlights
A firm' s brand is reinforced through multiple layers of corporate policy,
strategy and practice. Beyond explicit branding messages that may be
communicated through websites, promotions and public relations, for example,
clients also experience the brand through customer service, distribution
channels and sales and marketing policies.
Some industry practitioners believe that, while ' old wealth' client segments,
including inheritors, rely very heavily on word-of-mouth referrals, ' new
wealth' client segments are likely to be more open to a strong, familiar
brand, developed through targeted media and promotions. The latter group
includes executives, entrepreneurs and expatriates.
Wealth managers also conduct branding research among intermediaries and
strategies to target them include advertising and sponsored events. Preferred
advertising media include trade publications, while events take the form of
conferences, dinners,lunches and other bespoke events for the most important
intermediary firms.
Reasons to Purchase
- Understand how wealth managers are deriving real value from their brands;
- Gain insights into best practice in brand building by examining the
strategies of market leaders;
- Use our analysis to inform the development of strategies for branding
across client segments and in international markets.
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