UBS again rated one of world’s top 100 brands

UBS moved up to 44th place in BusinessWeek’s listing of the world’s top 100 brands, up one slot from 2004, when the firm appeared in the ranking for the first time. This year, UBS finds itself just behind Apple, IKEA, and Novartis (a first-timer).

The UBS brand is worth USD 7.6 billion, according to The Global Brand Scorecard published in the magazine, representing a 16% increase in the value of the firm’s brand since last year. The BusinessWeek survey, widely regarded as the industry benchmark, is based on the methodology of Interbrand, a leading brand consultancy.

We also ourselves regularly analyze the impact of our communications efforts on our brand. Our latest study shows improvement in almost all measures we monitor. Advertising awareness and brand awareness remain at very high levels among our business audience. Familiarity and favorability of the brand have improved as well, but in some places remain slightly lower than peers. Among consumers, we continue to see growth in brand and advertising awareness in the key US market.

Measurement of the results of our branding efforts is a key part of our brand management process. As well as assessing the results of our advertising, we use internal and publicly available data to measure the results of our sponsoring programs. For example, UBS was seen as the most prominent sponsor of cultural and sporting events in Switzerland, according to an independent survey carried out by the GfS Markt- und Sozialforschung institute for a management consultancy. The results showed that banks are perceived as the most prominent sponsors of culture and sport in the country, led by UBS with a recognition rate of 43%.

Building our brand requires a sustained effort and commitment. It does not provide instant returns and is by no means solely achieved through advertising. We continue to make steady progress, guided by our overall goal of pursuing our clients’ success above all.