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Corporate Brand Piece Wins ESOMAR Best Paper
ESOMAR has given its John & Mary Goodyear Award to speakers from Harris Interactive and UBS. The 'Best International Research Paper' presented at one of the association's events in 2005 is 'Building the corporate brand - beyond individual loyalties.'
The paper was presented by Oliver Loch, Global Head of Brand Research, UBS, UK and Patricia Kidd, VP, Marketing Communications Research, HarrisInteractive, USA and was first presented at the 2005 ESOMAR Financial Services conference in London.
The paper was selected for addressing the issue of corporate brand building and global strategy development from a challenging research perspective. It deals with the specific research methods and tools used to help UBS develop a global corporate brand with credible appeal to high net worth customers who think of the individual advisor as the 'brand.' The Wirthlin Values approach was used to develop an emotionally based global positioning that links the relevant elements of the advisor and the firm to motivating personal emotions shared by investors around the globe.
According to Anna Alú, Director of Development and Events, ESOMAR, 'This award has helped create a strong platform in which to advance the international aspects of Market Research and has produced some truly breakthrough ideas. It is granted to papers of the highest quality that demonstrate a concrete contribution to the decision making process while substantiating ESOMAR best practices.'
Olivier Loch, UBS Global Head of Brand Research added, 'This award is a further testament to the strength of the research strategies and guiding insights utilized to successfully reposition UBS in the global marketplace.' Pat Kidd, VP of the Harris-Wirthlin Brand Strategy and Consulting Practice at Harris Interactive, commented: 'UBS is an exceptional client committed to using the full power of values-based research to unlock the global potential of its brand. With UBS's commitment to research and successful marketing strategies, it deserves this recognition by ESOMAR.'
The award, also known as 'The John & Mary Goodyear Award', carries a prize of EUR 3,500 and is sponsored by TNS. An international jury of marketing and industry experts selected the winning paper from a shortlist of 31 nominations.
The winning paper, together with the 31 nominee papers, will be published in the ESOMAR Yearbook 'Excellence in International Research 2006', available soon. ESOMAR is online at www.esomar.org
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