Financial Times Ubs

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Submitted By doraramona
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Disciplina: Marketing Internaţional, anul al III-lea Tema: Studiu de caz UBS Semestrul de iarnă, anul 2012 Studiu de caz UBS În iunie 1998, Union Bank of Switzerland şi Swiss Bank Corporation (SBC), două dintre cele mai importante bănci elveţiene, cu bogată tradiţie, fuzionau. Entitatea nou apărută avea ţelul să devina una dintre băncile dominante ale lumii. Numele noii organizaţii ar fi trebuit să fie „United Bank of Switzerland”, dar managementul băncii s-a decis pentru UBS, datorită simplităţii cu care ar fi putut fi înţeles pe pieţele internaţionale. Astfel, UBS era un nume de marcă unitar, care îi permitea băncii să se dezvolte uşor pe pieţele internaţionale. Dovadă că, în anul 2004, revista „Business Week” plasa deja brandul UBS pe poziţia 45 în topul celor mai importante 100 de branduri globale. Însă, cu toate acestea, în anul 2003, UBS se afla în faţa unei răscruci, riscând să îşi piardă identitatea şi, în acelaşi timp, credibilitatea. Deşi foarte cunoscută în Elveţia natală, marca era încă anonimă în străinătate. Merryl Linch şi Morgan Stanley erau băncile dominante ale Statelor Unite ale Americii, Barclays se bucura de o popularitate enormă în Marea Britanie, iar, la nivel global, HSBC era una dintre mărcile cel mai uşor de recunoscut. UBS se afla în urma tuturor acestor mărci, fiind forţată să bată pasul pe loc din cauza politicii multi-marcă pe care o adopta. Sfârşitul anilor 1990 şi începutul anilor 2000 au fost perioade de creştere prin achiziţie, în care UBS a cumpărat alte instituţii financiare, adăugându-le mărcile în propriul portofoliu. Greşeala făcută de UBS a fost că nu şi-a personalizat ofertele exclusiv cu propriul brand, ci cu un co-branding alături de mărcile achiziţionate. Astfel, în lumea bancară a începutului anilor 2000 se vorbea de UBS Paine Webber sau UBS Warburg, ambele submărci ale UBS, iar clienţii nu mai ştiau cu ce anume să…...

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