The Wealth Management Brand

Table of Contents

• DATAMONITOR VIEW
  • CATALYST
  • SUMMARY
• ANALYSIS
  • Wealth managers are stepping up efforts to strengthen their brands
  • Branding begins and ends with research
• MULTI-FACETED AND INTEGRATED BRAND STRATEGIES CREATE VALUE ACROSS THE BUSINESS
  • The wealth management brand is a complex mix of policy, strategy and practice
    • Primary branding takes place at the level of visual identity and promotions
      • Advertising effectiveness requires targeted media selection
      • Private banks court clients through sponsorships and exclusive events
      • Equally, wealth managers are taking advantage of opportunities to court the media
    • Beyond visual identity, products, services and service deliver the brand promise
      • The product portfolio can be used to reinforce positioning in the wealth market
      • Actions speak louder than words
    • Corporate policy provides opportunities to reinforce brands from the inside out
      • Wealth managers can build their reputations through risk and compliance policies and practices
      • An integrated approach to branding and human resource management strengthens positioning
  • Brands in wealth management are a mix of functional and values-based propositions
    • Credit Suisse places emphasis on advertising and sponsorship
    • Coutts harnesses the power of the media
    • UBS' s re-positioning unified the bank' s competing brands, drawing on management and staff buy-in
  • Barclays Wealth is building its brand from the inside out
  • Investment in branding yields financial and non-financial benefits
    • A holistic, integrated branding strategy helps the best wealth managers to stand out
    • A strong brand allows larger banks, in particular, to attract new clients
    • Solid brands boost the bottom line
    • The best brands attract and keep the best staff
  • Effective brands speak to distinct client segments and intermediaries and span corporate and national borders
    • A central branding message reaches distinct client segments through varied advertising and promotions
    • Intermediaries should be integrated into the brand-building strategy
    • M&A and cross-border operations present further challenges for effective branding
• APPENDIX
  • Methodology
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
  • List of Tables
    • Table 1: Interbrand Best Global Brands 2007 - Financial Services
  • List of Figures
    • Figure 1: Current tag lines of selected wealth managers and private banks
    • Figure 2: Credit Suisse sponsorship covers major sporting events
    • Figure 3: The ' You & Us' campaign focuses on shared values