Survey finds brand equity integral to the success of private equity firms

In July, BackBay Communications conducted a survey on brand equity in private equity firms. 70% of the survey respondents from private equity firms considered strength-of-brand to be “very important,” manifesting itself in more successful fundraising, improved deal flow and recruiting.

Evidence of their recognition of the importance of brand equity is the finding that more than half of the firms surveyed had increased marketing spending in the past year (including website-related spending), and more than half intend to do so in the coming year.