UBS: +16%
After UBS was formed in 1998 by the merger of two Swiss banks, its brand recognition outside of Switzerland was scant. Acquisitions of such familiar names as Warburg and Paine Webber made UBS known in new markets, especially in the U.S., but did little to clarify the bank's identity.
Then three years ago, the bank shed the UBS Warburg and UBS PaineWebber brands and the next year created a campaign reflecting the single UBS brand. The bank's new brand advertising campaign, "You & Us," hit the streets in February, 2004, accounting for its surge in brand recognition. The campaign works for its two main targets: the high net-worth individual and the corporate customer.