According to the text, firms can be thought of as bundles of productive resources, and different firms possess different bundles of these resources. Resources vary from management assets, product resources, strategic tools, and other tangibles and intangibles. UBS's greatest strength, bar none, is its brand name recognition. UBS, which is a relatively young company, holds top market positions in the global economy structure. As previously stated in this blog, reputation and brand name recognition are vital components to success in the financial services industry. UBS’s brand portfolio strategy has been a great success to the company, and placing their resources into a viable and correct strategic approach is, in itself, a strength of the company, not to mention the success of the strategy itself.
Another aspect of the resource-based model approach discussed in the text that UBS is attempting to hone to its advantage is the value of the general manager. They have put into place an incentive program to middle management, which consists of approximately 5-600 individuals, to motivate them to perform and enhance their brand model marketing approach.
UBS has fallen short on identifying correct marketing targets at time, perhaps because they have, historically, targeted more sophisticated, high income-earning clients. In order to capture a higher share of the market, UBS is working towards developing a broader range of brand communications to identify more closely with the general public.
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