Sat, Oct 10, 2015
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. U.S. hedge funds prepare for worst finish this year since 2008[more]

    Komfie Manalo, Opalesque Asia: U.S.-focused hedge funds are preparing for their worst year since the 2008 global financial crisis, following a series of letdown including the market sell-off in August and the sell-off in healthcare and biotechnology sectors last month, reported

  2. Investing - AQR Capital and Renaissance Technologies raise stakes in Southwest Airlines[more]

    From In the previous part of this series, we saw how institutional investors played Southwest Airlines (LUV) in 2Q15. Now let’s move on to the trades executed by key hedge funds in Southwest Airlines over the same period. … Most of the hedge funds that had significant exposu

  3. Manager Profile - Pimco alternative funds flourish as 30-year bond rally fades[more]

    From Inside Pacific Investment Management Co., the bond behemoth that lost two chief investment officers last year and saw almost $500 billion of client money leave, a hidden profit engine is easing some of the pain. For more than a decade, Newport Beach, California-based Pimco has qu

  4. Niche Investing - Art investment funds: Attracting institutional and other new investors[more]

    From The Deloitte/ArtTactic Art and Finance Report 2014 (the "Art and Finance Report") noted that the "global art investment fund market was estimated to be worth at least $1.26 billion in the first half of 2014." This seems almost inconsequential when juxtaposed with the $54 billion of

  5. DoubleLine’s Jeffrey Gundlach warns of another round of market shakedown[more]

    Komfie Manalo, Opalesque Asia: DoubleLine Capital co-founder Jeffrey Gundlach is painting a bleak future as he warned that the U.S. equity market and other risk markets, such as high-yield "junk" bonds, are facing another round of selling pressure. Gundlach said in an interview with