Mon, Jul 6, 2015
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. Opalesque Exclusive: New systematic strategy managed alongside research firm outperforms S&P500[more]

    Benedicte Gravrand, Opalesque Geneva for New Managers: An emerging CTA manager explains how he runs his strategy, which is based on an index produced by a research firm. Peter Turk is head of

  2. Opalesque Exclusive: New systematic strategy embraces machine learning[more]

    Benedicte Gravrand, Opalesque Geneva for New Managers: The founder of a New York-based systematic trading firm, which offers a hybrid between alpha strategies and alternative feta at lower fees, describes his approa

  3. Larry Robbins' hedge fund Glenview buys 1m Tenet Healthcare shares[more]

    Komfie Manalo, Opalesque Asia: Glenview Capital Management said it bought an additional 979,482 shares at Tenet Healthcare Corp valued at $53.80 million, raising its stakes in the healthcare services company to 15.16%, reported

  4. Legal - Grayson’s hedge funds under scrutiny for possible ethics violations, Court rejects hedge fund’s motion to block merger of Samsung affiliates[more]

    Grayson’s hedge funds under scrutiny for possible ethics violations From Freebeacon.com: Rep. Alan Grayson is finding himself in hot water over managing hedge funds that bear his name, actions that are in possible violation of House ethics rules. Sitting members of Congress are prohibite

  5. Hedge funds decline in June as stocks tumble on Greek woes[more]

    From Bloomberg.com: Hedge funds posted losses across strategies last month as uncertainty over whether Greece will remain in the euro sent global stock markets tumbling. Winton Capital Management declined about 3.1 percent in June in its $12.1 billion Winton Futures Fund, leaving it down 1.9 percent

banner