Survey points to growing desire by private equity community to build own brands

An annual study of 290 private equity figures across Europe and the US showed the proportion of respondents citing the importance of using investor relations to building a strong brand has more than doubled to 33 per cent.

Four in five responding to the survey, which was conducted by BackBay Communications and research firm PitchBook, also said a strong private equity brand helps attract and retain talent.

Those polled included private equity general partners, limited partners, fund of funds, placement agents, investment bankers, intermediaries, lawyers and consultants serving the private equity industry.

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