UBS - Branding the One Identity*



Case Code : CLCB044
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

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


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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.


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

Challenges faced while implementing a standardized promotional campaign across various cultures and languages

UBS, headquartered in Zurich and Basel and one of the leading banking and financial services group in the world, had an operating income of CHF 44,760 million and a net profit of CHF 8,016 million in 2004.

The company, engaged in wealth management, investment banking, and retail and commercial banking. had a presence in more than fifty countries. UBS was formed in 1998 through the merger of the two Swiss banks, Union Bank of Switzerland and Swiss Bank Corporation...

Questions for Discussion:

1. "As part of its global brand management strategy, UBS was trying to convey the same brand identity in all the countries where it was present." What compelled UBS to go in for a unified brand throughout the globe?

2. "UBS considered its employees to be its most important touchpoint and depended on them to communicate what the brand stood for. UBS kept its employees informed about the external communication campaigns of the company." How important was it for UBS to convey the new brand message internally?