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Morgan Stanley Vs. Smith Barney 2008 Fy Affluent Adults

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Information about Morgan Stanley Vs. Smith Barney 2008 Fy Affluent Adults
Business & Mgmt

Published on January 16, 2009

Author: johngerzema

Source: slideshare.net

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Morgan Stanley is the more established brand, with twice the Brand Strength of Smith Barney Base: BAV USA 2008 Adults; Adults with Household Income $100K+ Smith Barney Morgan Stanley Brand Strength (DIFFERENTIATION E & RELEVANCE) Brand Stature (ESTEEM & KNOWLEDGE)

Why equally relevant, Morgan Stanley offers greater brand Differentiation Base: BAV USA 2008 Adults; Adults with Household Income $100K+ Smith Barney Morgan Stanley Differentiation E Relevance

Morgan Stanley is also more Esteemed Base: BAV USA 2008 Adults; Adults with Household Income $100K+ Smith Barney Morgan Stanley Esteem Knowledge

Morgan Stanley is stronger on all for pillars Base: BAV USA 2008 Adults; Adults with Household Income $100K+

Morgan Stanley has a small edge on consumer consideration Base: BAV USA 2008 Adults; Adults with Household Income $100K+

Morgan Stanley is seen as more trusted and visionary than Smith Barney Base: BAV USA 2008 Adults; Adults with Household Income $100K+

A factor solution identifies 6 distinct dimensions in the financial services category SOCIAL CURRENCY PROMINENCE HERITAGE NAVIGATOR FUNCTIONALITY CUSTOMER CENTRIC GREW UP WITH IT Simple, Original, Traditional, Authentic, Down to Earth FILTER, GUIDE & EMPOWER Visionary, Progressive, Intelligent, Innovative, Leader, Up To Date, Straightforward, Socially Responsible GET THE JOB DONE Good Value, Reliable, High Performance, High quality, Worth More, Rugged TAKE CARE OF YOU Cares Customers, Obliging, Kind, Helpful, Friendly KEEP YOU CURRENT Trendy, Stylish, Charming, Fun, Carefree ONLY THE BEST Prestigious, 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 Base: BAV USA 2008 Adults; Adults with Household Income $100K+

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