Abstract

The caselet, UBS: Branding the One Identity, gives an overview of UBS implementing a uniform brand identity across its divisions throughout the globe. Through this move, the company wanted to convey to its clients that they were dealing with one of the leading financial services firms in the world. The caselet also touches on the advertising campaigns that UBS undertook to convey this message.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The advantages of having a unified brand identity for an organization
• The role played by employees in communicating the brand identity of the company to the customers
• and Challenges faced while implementing a standardized promotional campaign across various.

Keywords

UBS, Financial Services group, Wealth Management, Investment Banking, Retail and Commercial Banking, Union Bank of Switzerland, Swiss Bank Corporation, Prophet, Brand Strategy and 'You and Us'. Campaign