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UBS Homepage >
Analysts & Investors >
Annual Reporting 2002 >
2002 >
Brand and Identity
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|  UBS is more than just a name or logo. It is a promise to our clients – our promise to use all our global resources to develop tailored solutions and to help them achieve long-term financial success.
The UBS name and what it stands for is one of our most precious assets and must be managed as such. The image it conveys - to our customers, our employees, our shareholders - is essentially the sum of all the experiences they have had with UBS. For this reason, our brand must be not only relevant and consistent in the image it portrays but must deliver on the promises it makes.
In an increasingly competitive financial services industry, the strength of a company's brand is one of the critical factors that attracts and retains clients. At the end of last year, we decided to move to a single brand because it best reflects our integrated business model and the "one firm" approach we deliver to our clients. From 9 June 2003 onwards, we will use "UBS" as the only brand for our major businesses.
Before making the decision to move to a single brand, we conducted a thorough review of our brand strategy, which focused on brand values as much as brand structure. The review was backed up by comprehensive market research in 14 countries that involved thousands of clients and prospects as well as UBS client advisors. The results showed that all our different client groups had similar expectations regarding the provision of financial services, and, consequently, their relationship with UBS.
Clients expect from us the relentless pursuit of their financial success, and they also demand the resources of a global powerhouse. They want proactive advice and a choice of relevant solutions that fit their needs. They want a close relationship with UBS, and for us to understand their individual goals and motivations.
If we are to harness the power of our brand so that it is indeed more than just a mere logo but an emotional attachment we have with our clients, it must be truly relevant and credible. We are building a flagship brand to match our position as one of the world's flagship financial services firms.
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