How can brand marketing strengthen competition for private equity firms?

Brand strength assumes greater importance for private equity firms as competition for deals and LP dollars intensifies. New research from SuperReturn and BackBay Communications reveals marketing activity in the industry is set to increase.

Private equity professionals say that the need for a strong brand has increased amid growing competition in the industry according to a new joint study by SuperReturn, the world’s leading private equity conference series, and BackBay Communications, a public relations, marketing and branding consultancy that specialises in working with private markets firms.

The study, which surveyed general partners, limited partners, fund-of-funds, consultants and other private markets professionals across 27 firms globally on their attitudes and approaches to branding, reveals that 82% of respondents view private equity firms having a strong brand as ‘very important’ with the remainder saying it is ‘somewhat important’.

Generating awareness among CEOs and management teams for deal sourcing purposes was identified as the most common reason for needing a strong brand – cited by two-thirds (67%) of respondents – followed by the need to raise awareness among LPs and placement agents for fundraising (59%) and generating awareness among intermediaries, such as investment banks, for deal sourcing (56%).

Want to read the full report? Download it here.