Goldman Sachs kept and analysed under Leo Burnett Model for Brand Identity

1. LEO BURNETT MODEL OF BRAND IDNETITY – GOLDMAN SACHS
FUNCTIONS
 Goldman Sachs commits people, capital
and ideas to help our clients, shareholders
and the communities we serve to grow.
 Provides advice and services to help
organizations with mergers and
acquisitions, financing and other
transactions.
 Structures and executes a variety of
transactions, including equity offerings,
debt issuances, and derivative
transactions.
 Provides mergers and acquisitions advice
and services to our clients on some of their
most complex strategic decisions and
transactions.
 Servicing clients in the emerging clean
technology market covering a wide range
of subsectors.
 Serves companies in a wide range of
consumer retail industries as well as
healthcare-related industries.
 Provides financing and advisory services
to institutions worldwide, including banks,
insurance companies, asset management
firms, financial technology companies and
specialty finance institutions.
 Provides advisory and investment banking
services to a broad range of institutions,
from the world's largest private equity firms
to some of the leading mid-sized investors.
 Provides investment banking services and
in-depth transaction expertise to a wide
range of industries globally.
 Serving municipal and nonprofit issuers
and clients through our Public Sector and
Infrastructure (PSI) group.
 Providing financing and advisory services
to a range of organizations that buy, sell
and develop land.
 Providing insights and services covering a
wide range of industries—from electronics
to software to Internet to wireless and
cable companies.
 Giving our clients multiple ways to
strategize, track and execute securities
transactions in exchanges around the
world.
 Providing services to help hedge funds
manage risk, monitor their portfolios,
maintain liquidity and build their
businesses.
 Helping clients execute and settle
transactions on over 97% of the world's
equities and derivatives exchanges.
 Providing institutional clients with a wide
range of products and services, giving
them access to financial instruments and
worldwide exchanges.
 Helping our firm and our clients find
opportunities for growth.
 Goldman Sachs Bank USA ("GS Bank") is
a New York State-chartered bank and a
member of the Federal Reserve System.
 Investing in equity and credit across
corporate, real estate and infrastructure
strategies.
 Revitalizing communities through strategic
partnerships with nonprofits, developers
and other organizations.
 Global investing business, specializing in
proprietary lending and investing on all
levels of capital structures.
 Goldman Sachs Asset Management
applies insights and risk management
expertise to help institutional and individual
investors with their financial goals, now
and in the future.
 We help high-net-worth individuals and
families along with select foundations and
endowments pursue their wealth
management goals.
SOURCE
 Goldman Sachs professionals across the
firm regularly produce content related to
markets, securities, structured products,
rates, currencies and economies around
the world.
 These insights originate from individuals in
different divisions, including Global
Investment Research, Goldman Sachs

2. LEO BURNETT MODEL OF BRAND IDNETITY – GOLDMAN SACHS
Asset Management, Private Wealth
Management, the Securities Division and
the Investment Banking Division.
 Given the different areas of focus of each
of our businesses, and the varied goals,
time horizons, investing styles and risk
appetites of our clients, it is not unusual for
individuals to have different views on
similar topics.
 Global Investment Research (GIR). The
Global Investment Research division
produces Research, primarily for an
institutional investing client base. Analysts
cover more than 3,300 credit and equity
securities. Economists write on 48 national
economies. Our Economic, Commodities
and Strategy department also cover
markets, credit and equity strategy and
commodities worldwide.
 Global Markets Institute (GMI). The
Global Markets Institute is the public policy
research unit of Goldman Sachs Global
Investment Research. Its mission is to
provide research and high-level advisory
services to policymakers, regulators and
investors around the world.
 Goldman Sachs Asset Management
(GSAM). Investment professionals within
GSAM create and disseminate
commentary on markets, economies and
investment products. These materials are
intended for institutional clients and high-
net-worth individual investors.
 Private Wealth Management (PWM). The
Private Wealth Management division
produces and disseminates insights about
markets as well as portfolio strategies and
asset allocation. These materials are
intended for the division’s clients and are
often custom tailored for individuals.
 Securities Division. Professionals in the
Securities division produce a variety of
trading ideas and strategies for their
professional investor clients.
 Investment Banking Division (IBD). The
Investment Banking Division produces
presentations and insights for corporate
clients that address changes in the
regulatory environment and capital
markets that could affect them by enabling
or restricting their ability to engage in
certain types of transactions. These
reports are usually highly customized for
clients and situations.
 Environmental Markets Group (EMG).
The Environmental Markets Group, which
resides within the Executive Office, is
responsible for overseeing the
implementation of the Environmental
Policy Framework as well as furthering,
coordinating and communicating the firm’s
global environmental initiatives. As part of
this mandate, EMG provides guidance on
environmental issues and works closely
with the business areas to further ideas
and opportunities related to environmental
markets. EMG also manages the Center
for Environmental Markets, which partners
with corporations, non-government
organizations, and academic institutions to
examine and promote market-based
solutions to environmental challenges.
 Goldman Sachs Thought Leadership
Forum: Goldman Sachs regularly invites
leading thinkers from a broad range of
backgrounds to share their views and
expertise with our people. This internal
program, called the “Thought Leadership
Forum”, offers Goldman Sachs people an
opportunity to learn more about some of
the major issues that are shaping the world
today.
DIFFERS
 Goldman has taken steps to heal itself
from self-inflicted wounds. In the uproar
after the financial crisis, Goldman Sachs
formed a business standards committee to
examine practices and recommend
change. The committee put forth 39
recommendations to improve governance
and client relations. In response, the firm
has fundamentally realigned its business
segments. Goldman has also overhauled
its board, revised its public relations
strategy and put in place stronger
clawback policies.
 The firm has also made every effort to
move past financial crisis allegations. It
paid $550 million to settle Securities and
Exchange Commission accusations that it
misled investors in a mortgage-related
security. Recently the Justice Department
announced that it would not pursue
charges related to accusations that
Goldman shorted the housing market while
selling products to clients betting the
opposite.
 The financial crisis has also forced Morgan
Stanley — long Goldman’s main rival in
investment banking — to change its
business model substantially. Morgan
Stanley has struggled with its smaller
capital base and an undiversified business.
To solve this problem, it recently reached
an agreement to acquire the entire Smith
Barney brokerage operations. But that
means that Morgan Stanley may become
more of an asset manager than an
investment bank. And the controversy over
the Facebook initial public offering is not
likely to have helped Morgan Stanley,
which led the offering and has been vying
with Goldman to underwrite other hot
technology I.P.O.’s.

3. LEO BURNETT MODEL OF BRAND IDNETITY – GOLDMAN SACHS
 As a result, Goldman is becoming the last
pure-play, big investment bank. In a world
where business consultants preach that a
focus on your best business lines is
necessary to success, Goldman is likely to
have an advantage over the banking
conglomerates.
 And instead of diversifying, Goldman is
taking steps to retain its focus. Goldman
did not spin off its private equity arm, GS
Capital Partners, to comply with the
Volcker Rule. Instead, it kept the operation
in-house by financing it through outside
money rather than Goldman’s. Other
banks have also retained their private
equity arms, but Goldman’s was always
the biggest and it faced the most pressure
to divest. Keeping GS Capital Partners will
maintain the firms’ edge in playing a part in
takeover deals.
 Still, it’s not going to be an easy ride for
the bank. Goldman will continue to be a
flash point and a target as a symbol for the
financial crisis and greed in general.
Moreover, Greg Smith, the former
Goldman employee who publicly resigned
through an opinion article in The New York
Times, has a memoir coming out this fall
called “Why I Left Goldman Sachs.”
 It may again send Goldman into damage
control mode. But if the firm’s clients
haven’t left already, why would they now?
Goldman is more regulated now than
before the financial crisis, but it seems as if
it will not face prosecution for any of its
activities, and its competitors are having
more problems with regulators. Mr. Smith’s
book is unlikely to change anything.
 The stock market agrees. Goldman’s stock
price is up about 25 percent this year,
beating out JPMorgan, Morgan Stanley
and Citigroup.
 Investment banking may be down, but it
will eventually return. And the remarkable
story will be that Goldman, despite the
controversies it has faced, has put itself in
a position to not only profit but continue its
dominance. It’s a case study in business
survival and reputational repair. The
protesters at Occupy Wall Street will not
be happy. But neither will Goldman’s
competitors.
IMAGE
Goldman Sachs continues to rise to the top of
league tables in a variety of areas and to show Year
Over Year (YOY) growth in revenue and stock
price. While Goldman Sachs remains highly
relevant in the financial community, trust remains an
issue in the post-crisis world. Continuing to wrestle
with negative public sentiment, the brand has been
criticized for leveraging tax policy loopholes in The
Volker Rule, which was designed to prevent
proprietary trading at large federally insured banks,
and has come under fire with some financial law
experts for relying too much on banks’ own self-
reporting and self-regulation. In 2011, the brand
became synonymous with Occupy Wall Street and
is still a specific target for public frustration.
While Goldman Sachs’business appears strong, the
brand continues on its downward trend with a
decrease in brand strength with some analysts
contending the brand has made business decisions
in conflict with its brand values of integrity, fair
dealing, transparency, professional excellence,
confidentiality, clarity, and respect. The brand will
need to manage its reputation carefully to avoid
further damage. Public perception poses a
particular risk as policy makers become more in
tune with constituents’ perceptions. Poor public
perception has also impacted the once golden
image the Goldman Sachs brand carries as an
employer, potentially creating problems in recruiting
future top talent, particularly Millennials, something
the brand currently uses as a differentiating point.
SANTHAN R
MBA IB 2013-15
PONDICHERRY UNIVERSITY