1. © Anderson Analytics LLC, 2007. All Rights Reserved 1 Brand & Countries It’s From Where? College Students Clueless on Where Favorite Products Come From. Cell Phone Makers and Cars Manufacturers among the Most Misidentified.

2. © Anderson Analytics LLC, 2007. All Rights Reserved 2 Brand & Countries Brand Country of Origin % Answered Correctly Rating (% of top-2- box) Most People Said It’s From: % Rating (% of top-2- box) 2nd Most People Said It’s From: % Rating (% of top-2- box) MotorolaUSA37.962.1Japan42.062.2USA37.962.1 LexusJapan37.375.4 *Japan37.375.4USA33.762.1 IKEASweden31.253.7 *Sweden31.253.7USA23.641.8 HermesFrance30.957.4France30.957.4Italy21.551.4 HyundaiKorea24.516.3Japan55.719.5Korea24.516.3 Land RoverUK18.549.5 *USA58.439.6UK18.549.5 VolvoSweden16.864.5 *Germany49.055.2Sweden16.864.5 SAABSweden15.352.9Germany40.447.2Sweden15.352.9 HeinekenNetherlands13.758.4 *Germany55.740.4Netherlands13.758.4 AdidasGermany12.276.2 *USA48.564.4Germany12.276.2 EricssonSweden9.928.3 ***USA30.320.4Japan27.925.4 SamsungKorea9.856.1Japan57.854.3USA10.560.0 LGKorea8.950.6USA41.945.2Japan26.053.6 LegoDenmark8.459.5 *USA61.143.3Japan11.732.5 NokiaFinland4.465.9 *Japan53.643.3USA12.642.1 Most misidentified brands * significant higher (conf lvl 95) ** significant higher (conf lvl 90) *** significant higher (conf lvl 80)

3. © Anderson Analytics LLC, 2007. All Rights Reserved 3 Brand & Countries Most misidentified countries Average % of people misidentified product(s) from this country # of products asked in the survey from each country Finland1 Denmark1 Netherlands1 Korea3 Sweden4 UK1 France2 Germany4 Italy2 Japan6 USA7

4. © Anderson Analytics LLC, 2007. All Rights Reserved 4 Country % believe this country makes quality products overall Japan81.8 USA78.5 Germany77.1 Italy73.9 United Kingdom66.1 France52.1 Sweden48.9 Canada44.2 Netherlands42.2 China40.3 Korea39.7 Denmark32.9 Finland31.4 Poland18.8 Russia18.2 Mexico16.3 Vietnam14.3 Product Category Most Preferred Country of Origin% 2nd Most Preferred Country of Origin% CellphoneJapan35USA23 MP3 PlayerJapan33USA28 Video GamesJapan37USA23 StereoJapan36USA22 ComputerUSA51Japan16 CarJapan28USA23 ClothingUSA44Italy8 ChocolateUSA21Switzerland15 WatchSwitzerland23USA18 Brand & Countries

5. © Anderson Analytics LLC, 2007. All Rights Reserved 5 Brand & Countries Brand Misidentification and Quality of Product Perception LG (from Korea) 47% of the respondent think LG is a quality brand 89 people think LG is from Korea 420 people think LG is from US 261 people think LG is from Japan % think Korea makes good products 56* 38 % think US makes good products 71* 8082 % think Japan makes good products 858482 Hyundai (from Korea) 19% of the respondent think Hyundai is a quality brand 246 people think Hyundai is from Korea 559 people think Hyundai is from Japan % think Korea makes good products 4238 % think Japan makes good products 8583 People who know LG is from Korea gave higher product rating for Korea. Regardless of which country they associated LG with, the perception about the quality of product from Japan is high universally. * Statistically Significant Most people did not regard Hyundai as a quality brand, therefore, their perceptions about the country of origin are not significantly different.

6. © Anderson Analytics LLC, 2007. All Rights Reserved 6 Brand & Countries Brand Misidentification and Quality of Product Perception IKEA (from Sweden) 45% of the respondent think IKEA is a quality brand 313 people think IKEA is from Sweden 237 people think IKEA is from US % think Sweden makes good products 68* 36 % think US makes good products 7683 People who know IKEA is from Sweden gave higher product rating for Sweden. * Statistically Significant People who think IKEA is from the US generally think that the US makes good quality product but Sweden does not.

7. © Anderson Analytics LLC, 2007. All Rights Reserved 7 Methodology Methodology: A representative sample of 1,000 US college students at over 375 US universities and colleges ranging from Adams and Adelphi to Wright and Xavier were interviewed. The total sample size represents a confidence interval of +/-3.1% at the 95% confidence level. The survey was fielded online in late 2006. About GenX2Z GenX2Z is an Anderson Analytics vertical that focuses on providing in-depth market research services for companies that seek to benefit from having the insight to consumers of the American Generations X, Y, and Z. The mission for GenX2Z is to offer unparalleled expertise on youth market research. About Anderson Analytics More than Market Research, Anderson Analytics is the first next generation marketing consultancy to combine new technologies, such as data and text mining, with traditional market research. We focus on helping clients Gain the Information Advantage by combining the efficiencies and business experience found in large research firms with the rigorous methodological understanding from academia and the creativity found only in smaller firms. Our clients put their customers first and so do we, visit our website to learn about “The AA- Assurance” www.andersonanalytics.comwww.andersonanalytics.com