The wealth management brand

Introduction
This brief explores how private banks brand themselves and leverage their brand value, including case studies and primary research.

Scope
Explores the branding process and the multiple dimensions of the wealth management brand; Examines the competitive positioning of key players in the market; Analyses providers' approaches to key challenges related to branding in the wealth sector.

Highlights
A firm's brand is reinforced through multiple layers of corporate policy, strategy and practice. Beyond explicit branding messages that may be communicated through websites, promotions and public relations, for example, clients also experience the brand through customer service, distribution channels and sales and marketing policies. Some industry practitioners believe that, while 'old wealth' client segments, including inheritors, rely very heavily on word-of-mouth referrals, 'new wealth' client segments are likely to be more open to a strong, familiar brand, developed through targeted media and promotions. The latter group includes executives, entrepreneurs and expatriates. Wealth managers also conduct branding research among intermediaries and strategies to target them include advertising and sponsored events. Preferred advertising media include trade publications, while events take the form of conferences, dinners, lunches and other bespoke events for the most important intermediary firms.

Reasons to Purchase
Understand how wealth managers are deriving real value from their brands; Gain insights into best practice in brand building by examining the strategies of market leaders; Use our analysis to inform the development of strategies for branding across client segments and in international markets.