Brand Identity Seen as Critical to a Private Equity Firm's Success
November 16, 2011
BackBay Communications and PitchBook have released the findings from their Private Equity Brand Equity II study. According to the research, brand identity is seen as ever more critical by those within the private equity industry. The study surveyed 256 professionals in the private equity industry in the U.S. and Europe and found that 99% of those questioned viewed a private equity firm's brand as directly linked to a firm's success. Brand identity has become even more critical with more private equity firms in the market, competing for both capital and investments.
The growing recognition of the value of brand identity is being reflected in the budgets of private equity firms and others working within the industry. Over half of those questioned said they had increased their investment in marketing materials in the preceding 12 months, and in the next 12 months, this is set to increase further. Limited partners and target portfolio companies are considered the most important audiences for firms when developing a strong brand.
To learn more about brand identity in the private equity industry and the rest of the findings from the Private Equity Brand Equity II study, click here for the whitepaper.