World 2001 BRANDZ THE WPP BRAND EQUITY STUDY

World 2001 BRANDZ™ THE WPP BRAND EQUITY STUDY A database of 1000+ Millward Brown Brand. Dynamics™ studies BRANDZ THE WPP BRAND EQUITY STUDY ™

World 2001 Introduction to BRANDZ™ Covers 15, 000+ of world's biggest and key local brands including product, corporate and service 380, 000+ consumers explicitly compare brands in 100+ categories Commissioned by WPP In 28 countries from July 2001 BRANDZ™ Benchmark your brand in your category - against 15, 000 other brands on a number of different criteria BRANDZ THE WPP BRAND EQUITY STUDY ™

World 2001 28 Countries Covered to date Denmark* Sweden Netherlands Belgium Poland UK Czech Rep Germany France Switzerland Spain Italy Greece Canada USA Mexico India Chile Argentina *New for 2001 THE WPP BRAND EQUITY STUDY ™ Thailand Malaysia Brazil BRANDZ Korea Japan China Taiwan South Africa Australia

World 2001 Brand. Dynamics™ Pyramid Bonding Advantage Performance BRANDZ THE WPP BRAND EQUITY STUDY ™ Can anything else beat it? What is it admired for? Is it satisfactory? Relevance Does it cater for me? Presence Do I know about it?

World 2001 Why should we believe the Brand. Dynamics™ Pyramid? Brand. Dynamics™ Pyramid Bonding High share of wallet Advantage Performance Relevance Presence BRANDZ THE WPP BRAND EQUITY STUDY Low share of wallet ™

World 2001 Validation of the Brand. Dynamics™ Pyramid Share of Wallet Bonding 50 Advantage 20 Performance 17 Relevance 16 Presence 12 BRANDZ THE WPP BRAND EQUITY STUDY ™

World 2001 Is the Size of the Brand the Only Thing That Matters? Brand A % Brand B % Bonding 11 4 Advantage 56 16 Performance 62 19 Relevance 73 26 Presence 95 33 BRANDZ THE WPP BRAND EQUITY STUDY ™

Brand Signature™ The Brand. Dynamics™ Pyramid represents the overall relationship of consumers with a brand But the Brand Signature™ actually identifies a brand’s strengths and weaknesses relative to the other brands in the category BRANDZ THE WPP BRAND EQUITY STUDY ™ World 2001

World 2001 Cars 2000 (UK) Rover Brand Pyramid Bonding Advantage Performance Relevance Presence BRANDZ THE WPP BRAND EQUITY STUDY ™ Brand Signature

World 2001 Brand Signatures™ Fading Star Bonding Advantage Performance Relevance Presence BRANDZ THE WPP BRAND EQUITY STUDY ™ Still well known and relevant to a mass audience, but has lost appeal and has little product or image based advantage.

World 2001 Brand Signatures™ Olympic Brand Bonding Advantage Performance Relevance Presence BRANDZ THE WPP BRAND EQUITY STUDY ™ Well known, well loved with a large core following. Talked about in everyday life and part of the cultural fabric of the country.

World 2001 Brand Signatures™ Classic Brand Bonding Advantage Performance Relevance Presence BRANDZ THE WPP BRAND EQUITY STUDY ™ Well known, well loved with a relatively large core following. Good but not great.

World 2001 Brand Signatures™ Aspirational Brand Bonding Advantage Performance Relevance Presence BRANDZ THE WPP BRAND EQUITY STUDY ™ Relatively well known but not a brand suitable for a mass audience - often too expensive for most. Would have difficulty in widening its franchise without alienating its core users.

World 2001 Brand Signatures™ Cult Brand Bonding Advantage Performance Relevance Presence BRANDZ THE WPP BRAND EQUITY STUDY ™ Not widely known and not for everyone - but has a committed and fanatical following.

World 2001 Brand Signatures™ Little Tiger Bonding Advantage Performance Relevance Presence BRANDZ THE WPP BRAND EQUITY STUDY ™ Relatively unknown but with strong following amongst a core group.

World 2001 Brand Signatures™ Defender Bonding Advantage Performance Relevance Presence BRANDZ THE WPP BRAND EQUITY STUDY ™ A good balance between product performance and price - but no real product based or emotionally rooted advantages.

World 2001 Brand Signatures™ Clean Slate brand Bonding Advantage Performance Relevance Presence BRANDZ THE WPP BRAND EQUITY STUDY ™ Little known, irrelevant to most consumers and with few advantages

World 2001 Brand Voltage™ … a one number summary of the Brand Signature™ - |+ Bonding Advantage Performance Relevance Presence Voltage™ = BRANDZ THE WPP BRAND EQUITY STUDY ™ -4. 9 [drive: directory pathfilename. ppt 10 ] Millward Brown International

World 2001 Brand Voltage™ … a one number summary of the Brand Signature™ STRONG AND WEAK PROFILES Weak Strong - |+ Bonding Advantage Performance Relevance Presence -4. 9 [drive: directory pathfilename. ppt Voltage™ = BRANDZ THE WPP BRAND EQUITY STUDY ™ 10 ] 0 Millward Brown International +3. 1 +9. 3

A Proven Link Between Brand Voltage And Market Share World 2001 +41% +16% % Brands Gaining Share Minus % Losing Share -8% -16% -60% Low < -6 334 Brands BRANDZ THE WPP BRAND EQUITY STUDY ™ High Voltage -6 to -2 -2 to +2 +2 to +6 >+6

World 2001 BRANDZ™ Map 15 Cult Voltage™ 10 5 Olympic Aspirational Little Tiger 0 Classic Defender -5 Clean Slate Fading Star -10 -50 -40 -30 -20 -10 0 10 Presence BRANDZ THE WPP BRAND EQUITY STUDY ™ 20 30 40 50