ubs product day – zurich branding at ubs...1 [t231407] [printed: may 24, 2006] [saved: may 23,...

$: UBS Product Day – Zurich Branding at UBS...1 [t231407] [printed: May 24, 2006] [saved: May 23, 2006] Q:\GROUP-COMMS\Investor Relations\4 Investor Day\Investor Day 2006\Presentations\Final_presos\Product$
UBS Product Day – ZurichBranding at UBS

June 1, 2006

Tom Hill, Chief Communication Officer

1

[t231407] [printed: May 24, 2006] [saved: May 23, 2006] Q:\GROUP-COMMS\Investor Relations\4 Investor Day\Investor Day 2006\Presentations\Final_presos\Product Day\9_Preso_Hill.ppt

Benefits of a strong brand for different stakeholders

Clients

UBS

Shareholders

EmployeesS

tro

ng

Bra

nd

2


Brands are promises

True to SportDrivingPerformance

Magical FamilyEntertainmentIrreverence

... and how to deliver on their promise

Great companies with strong brands know exactly what theystand for...

3


Strong brands increase company value

Brand

Share ofwallet

Quality Values

Tru

st

Loyalty

Pro

fit

4


Source: Interbrand/Business Week/JP Morgan, 2002(unlisted and non-monobrand companies excluded from this analysis)

Brand value equals more than 1/3 of stock market value

1970 1980 1990 2000 2010e

%o

f M

arke

t ca

pit

aliz

atio

n–

FTSE

100

0%

25%

50%

75%

100%

Other intangibles

Brand

Tangibles

5


0%

25%

50%

75%

100%

Industry Pharma Trade IT Automotive Finance Food&Drink Luxury

%o

f ea

rnin

gs

attr

ibu

ted

to b

ran

d

Not only for "luxury brands"

Source: Interbrand; Brand Valuation, 1997

Other intangibles

Brand

Tangibles

6


Investors are willing to pay more for strong brands

Source: Interbrand, Bluevalor

0

25

50

75

100

125

150

2000 2001 2002 2003 2004 2005 2006

MSCI World(USD)

Interbrand BrandPortfolio

S&P500

An investment in the world’s 100 strongest brands overthe last six years has yielded a return of about 34%

7


Why a single brand?

2000

2002

2003

8


Functionalconsequences

Confidence to succeed in the futureStrong sense of well-beingNot a burden to othersControl the events and people in my lifeSatisfied with what I have done in lifeControl the events and people in my lifeFreedom to shape my life however I wishProud of myselfAble to care for my family

Breadth of products and servicesRecommended by friend / relativeWell-known company / name recognitionObjective adviceAnswers my questionsGood market knowledge / sounds analysisFinancial stability of firmConvenient location(s)Good advice / recommendationsNo scandals / no negative publicityResolve problems quicklyEstablished companyPersonalized serviceProactively provides information / makessuggestions

Timely information / recommendationsClear statements / reportsAccurate statementsWorking in my best interestLarge / global networkDependableMarket leaderFriendly advisorsOffer niche products / unique productsAccurate statementsAccessibleGood track record / performanceGlobal co.Local co.

Offer niche products / unique productsKnowledgeable / competent advisorsGood relationship with advisorPreferential treatment for valued customersWarns me of risksFollow my instructionsNot pushyBreadth of products and servicesUnderstands my needs / goalsLong term relationship with advisorGood reputationAccess acct online /trade on InternetHonest advisorExplains investment options clearly

Confidence in advisorWill have balanced informationSaves timeI can be more involved in investment decisionsSaves me moneyCan consolidate investmentsI have knowledge / infoCan operate from anywhere

Operates in ‘real time’Make good investment decisionsNot pay as many taxesTrust companyKnow the company will not foldI make money / accumulate wealthMake life easierCan increase my portfolioWill continue with this advisor / co.

Less work for meCan do things quicklyWon’t lose moneyEducated about investments/optionsI can stay informed of my investmentsConfidence in companyFlexibility to diversify investmentsHelps me make investment decisionsTrust advisor

Do not feel scaredFeel valuedHappyGood quality of lifeExcitement and vitalityFeel respectedMade a wise decisionPhilanthropic / altruisticRelaxed

Confident in my abilitiesCan provide for self / familyFeel investment / money is safe / secureCan spend time with family and friendsI am not dependent on othersHave new opportunities / possibilitiesComfortableCan pay billsFeel knowledgeable / educated

Have money to buy what I wantFinancially capableMeet my investment goalsHave money for retirementSatisfiedCan sleep at nightLess worryLess stressSecure in my decisions

Strong connection with friendsSuccessful in lifeAccomplishing all I hoped to accomplishOptimistic about my futureRespect for myselfEnjoy life to the fullestStrong sense of connection with familyPeace of mind

Tranquil and contentedSense of fulfillmentAbility to enjoy life to the fullestIndependentConfident in the decisions I makeSense of making and achieving my goalsOpportunity to the fun things I like bestRespect for myselfPositive sense of myself and my abilities

Attributes

Emotionalconsequences

Values

What drives a client's relationship to their bank?

Peace of mind / security

Connected to advisor /company

Confidence in advisor Confidence in company

Good advisor relationship Good reputation /stable company

Top quality advisor

Honest advisor

9


Core promise

♦The firm’s advisors take the time to understandmy needs and goals

♦The firm and its advisors proactively provideappropriate solutions

♦The firm is an integrated global powerhouse

Our brand promise

Key Benefit:Confidence in my financialdecisions

10


The idea behind “You & Us”

Client benefit:Feeling understood,UBS takes time tounderstand my needs

Pe

rso

na

l se

rvic

e

Proof:World’s largest wealthmanager,mostawarded bank, highestcredit rating etc.G

lob

al

sca

le

You & Us

Power

Intimacy

“I’m confidentin my financial

decisions”

11


Sponsoring

World of Alinghi Golf Orchestral Music ContemporaryArt

12

[t231407] [printed: May 24, 2006] [saved: May 23, 2006] Q:\GROUP-COMMS\Investor Relations\4 Investor Day\Investor Day 2006\Presentations\Final_presos\Product Day\9_Preso_Hill.pptTeamworkInnovation through technology

13

[t231407] [printed: May 24, 2006] [saved: May 23, 2006] Q:\GROUP-COMMS\Investor Relations\4 Investor Day\Investor Day 2006\Presentations\Final_presos\Product Day\9_Preso_Hill.pptConfidence

14

[t231407] [printed: May 24, 2006] [saved: May 23, 2006] Q:\GROUP-COMMS\Investor Relations\4 Investor Day\Investor Day 2006\Presentations\Final_presos\Product Day\9_Preso_Hill.pptCollaboration

15

[t231407] [printed: May 24, 2006] [saved: May 23, 2006] Q:\GROUP-COMMS\Investor Relations\4 Investor Day\Investor Day 2006\Presentations\Final_presos\Product Day\9_Preso_Hill.pptNew perspectives

16


Results

Consumers Business%

APAC

0

10

20

30

40

50

60

70

80

90

100

June 04 January 05 June 05 Brand awareness targets per region%January 06

(US only interim wave)

Our brand communication has impact

%

0

10

20

30

40

50

60

70

80

90

100

Europe

63

71

80%

68

US

5963

65

75% 79

APAC

40

5350

85%

Europe

92 90 91

98%

US

96 9497

98%94

8487

98%

17


Business Week - World's 100 most valuable brands2005: UBS's brand value increases 16% over 2004 to $7.6bn

18


Consideration Preference ClientFamiliarityAwareness

39% 88% 40% 11%

Europe68% 26% 23% 9% 1%

49% 87% 47% 22%

86% 40% 32% 14% 4%

UBS

Ave. ofleading 3

competitors

US

31% 76% 12% 23%

75% 24% 18% 2% 0.5%

68% 73% 28% 43%

98% 67% 48% 14% 6%

UBS

Ave. ofleading 3

competitors

APAC

32% 85% 40% 19%

50% 16% 14% 5% 1%

59% 86% 17%

88% 52%

55%

45% 26% 7%

UBS

Ave. ofleading 3

competitors

Conversionrates

Absolute Conversionrates



Absolute Absolute

Awarenessbase smallrelative tocompetitors

We areweaker onconvertingintofamiliarity..

…thereforefamiliaritybase muchsmaller

Thoughconversionfromfamiliarityto consider-ation high

We have already lostpotential to makecompetitive numbersinto the considerationand preference set

Marketing funnel - Consumers

19


Consideration Preference ClientFamiliarityAwareness

59% 98% 47% 21%

91% 53% 52% 25% 5%

66% 91% 51% 37%

97% 64% 56% 28% 9%

84% 99% 40% 14%

97% 81% 80% 32% 4%

95% 95% 62% 47%

100% 95% 90% 55% 26%

70% 96% 55% 18%

87% 61% 58% 32% 6%

78% 93% 27%

97% 75%

54%

69% 37% 10%

Marketing funnel - Business

Conversionrates




Absolute Absolute

Awarenessbase high

But we areweaker onconvertingintofamiliarity..

…thereforebase startsto reduce

Ourconversionfromfamiliarity>consideration veryhigh…

..and in the businessmarket we do better onconsideration topreference…but wehave already lost a lot ofpotential!

UBS

Ave. ofleading 3

competitors

UBS

Ave. ofleading 3

competitors

UBS

Ave. ofleading 3

competitors

Europe

US

APAC

20


Match brand to business strategy

…one firm, one brand

21


This is what it’s all about

Usually big company ads arepure B.S. This one is true!Even better, I get the wholeteam.I appreciate you all.

22


Questions……

ubs product day – zurich branding at ubs...1 [t231407] [printed: may 24, 2006] [saved: may 23,...

Documents