Morgan Stanley Vs. Smith Barney 2008 Fy Affluent Adults
8
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Transcript of Morgan Stanley Vs. Smith Barney 2008 Fy Affluent Adults
Brand Strength
(DIFFERENTIATION
E & RELEVANCE)
Brand St at ure(ESTEEM & KNOWLEDGE)
Morgan St anl ey i s t he more est abl i shed brand, wi t h t wi ce t he Brand St rengt h of Smi t h Barney
Base: BAV USA 2008 Adults; Adults with Household Income $100K+
Smi t h Bar ne y
Morgan St anl e y
Why equal l y rel evant , Morgan St anl ey of f ers great er brand Di f f erent i at i on
Differentiation
E
Rel evance
Base: BAV USA 2008 Adults; Adults with Household Income $100K+
Smi t h Bar ne y
Mor ganSt anl e y
Morgan St anl ey i s al so more Est eemed
Esteem
Knowl edge
Base: BAV USA 2008 Adults; Adults with Household Income $100K+
Smi t hBar ne y
Mor ganSt anl e y
Morgan Stanley is stronger on all for pillars
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DIF REL EST KNO
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ore
Morgan Stanley Smith Barney
Base: BAV USA 2008 Adults; Adults with Household Income $100K+
Morgan Stanley has a small edge on consumer consideration
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Cit
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Fid
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Consideration One Brand I Prefer
Base: BAV USA 2008 Adults; Adults with Household Income $100K+
Morgan St anl ey i s seen as more t rust ed and vi si onary t han Smi t h Barney
Base: BAV USA 2008 Adults; Adults with Household Income $100K+
A f act or sol ut i on i dent i f i es 6 di st i nct di mensi ons i n t he f i nanci al servi ces cat egory
SOCI AL CURRENCY
PROMI NENCE
HERI TAGE
NAVI GATOR
FUNCTI ONALI TY
CUSTOMER CENTRI C
GREWUP WI TH I TSimple, Original, Traditional, Authentic, Down to Earth
, FI LTER GUI DE & EMPOWERVisionary, Progressive, Intelligent, Innovative, Leader, Up To Date,Straightforward, Socially Responsible
GET THE JOB DONEGood Value, Reliable, High Performance, High quality, Worth More, Rugged
TAKE CARE OF YOUCares Customers, Obliging, Kind, Helpful, Friendly
KEEP YOU CURRENTTrendy, Stylish, Charming, Fun, Carefree
ONLY THE BESTPrestigious, Upper Class, Dynamic, Independent
Base: BAV USA 2008 Adults; Adults with Household Income $100K+
While both brands offer prominence, Morgan Stanley out delivers across key perceptual dimensions in finance
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Prominence Navigator CustomerCentric
Functionality Heritage SocialCurrency
Pe
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nt
Ra
nk
Sc
ore
Morgan Stanley Smith Barney
Base: BAV USA 2008 Adults; Adults with Household Income $100K+
