Fri, Jul 1, 2016
A A A
Welcome Guest
Free Trial RSS
Get FREE trial access to our award winning publications
Private Equity Strategies

Tools of The Trade: Industry Insiders Weigh In On Branding

Tuesday, July 23, 2013

By: Bailey McCann, Private Equity Strategies

Do you have a brand? Take a virtual stroll through the professional section of Amazon, or a quick scan of business magazines and it’s pretty clear that if you don’t have a brand you need one. Brands are a way for investors or just other individuals to get a quick understanding of what they are looking at. A shorthand way of understanding this might be to say, that brands allow people to quickly stereotype you.

As such, along with our brands we’re also supposed to “differentiate.” Financial firms spend a lot of time trying to differentiate themselves, and according to a recent survey of LPs and GPs they probably need to do more.

The annual, “Private Equity Brand Equity” survey from BackBay Communications and PitchBook shows that 92% of respondents say that it is important for private equity firms to have a strong brand when it comes to fundraising and sourcing deal flow. 81% say a strong brand is also important for recruiting and retaining talent. The results make sense, there are hundreds of private equity firms, many of them generalists, and often there is no clear way to tell high performers unless their names are KKR or Fortress.

86% of LPs in the survey said they want to see a strong brand. 84% of CEOs in target portfolio companies said they did too.

“Private Equity firms have to communicate to a number of different constituencies, LPs, investment bankers, portfolio companies, that message needs to be consistent, and also show real execution if they want to standout,” said David C. Turner, Managing Director and Head of Private Equity, Guardian Life Insurance, at an event held by Axial and BackBay Communications unveiling the survey. Axial provides a platform network for private capital and corporate development. Turner helped Guardian move into private equity as an institution in 2007.

 
This article was published in Opalesque's Private Equity Strategies our monthly research update on the global private equity landscape including all sectors and market caps.
Private Equity Strategies
Private Equity Strategies
Private Equity Strategies
Private Equity Strategies


Today's Exclusives Today's Other Voices More Exclusives
Previous Opalesque Exclusives                                  
More Other Voices
Previous Other Voices                                               
Access Alternative Market Briefing


  • Top Forwarded
  • Top Tracked
  • Top Searched
  1. Investing - Soros, Druckenmiller among hedgies profiting in market plunge, Hedge funds were most bullish on bonds since 2004 before Brexit, Surprise Brexit vote unleashes scramble for dollars, High-yield hit on Brexit but no panic selling, Scientist turned hedge fund founder lured to pound, euro, Hedge fund avoids commodities, posts big gains[more]

    Soros, Druckenmiller among hedgies profiting in market plunge From HITC.com: Bullish positions in gold and volatility and well-timed short bets on China and emerging markets, among other areas, were some of the trades that benefited hedge funds on Friday as markets digested Britons' s

  2. Manager Profile - A 26-year old hedge fund manager called Brexit — here's what he thinks about the historic vote[more]

    From Businessinsider.com: Taylor Mann is not your typical fund manager. The twenty-six year old Texas A&M graduate manages Pine Capital in Larue, Texas (population 160), where he resides with his three-year old daughter. Also atypical compared with many of the largest funds out there, Mann makes

  3. Chesapeake Partners to liquidate hedge fund amidst 'hostile environment'[more]

    Komfie Manalo, Opalesque Asia: Chesapeake Partners Management, the hedge fund run by woman fund manager Traci Lerner said it would return investors’ money after 25 years because the market environment has become "hostile" to manage other people’s money, reported

  4. Europe - George Soros says Brexit has ‘unleashed’ a financial markets crisis, Brexit—what we know, Will the UK’s departure be a ‘soft-Brexit’ or a ‘hard-Brexit’?, Brexit: Six-point action plan for asset managers[more]

    George Soros says Brexit has ‘unleashed’ a financial markets crisis From Bloomberg.com: Britain’s decision to leave the European Union has “unleashed” a crisis in financial markets similar to the global financial crisis of 2007 and 2008, George Soros told the European Parliament in Bruss

  5. Hedge Fund Due Diligence Exchange offers complete due diligence reports at $1500[more]

    Matthias Knab, Opalesque: HFDDX is offering complete alternative investment due diligence reports at $1500 US. Industry professionals can simply go to www.hfddx.com and indicate their interest in sponsoring one or more DD Reports for $1500 each.