BRANDZ ™ THE WPP BRAND EQUITY STUDY World 2001 A database of Millward Brown BrandDynamics™ studies BRANDZ™ THE WPP BRAND EQUITY STUDY

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

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

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

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

BRANDZ ™ THE WPP BRAND EQUITY STUDY World 2001 Validation of the BrandDynamics™ Pyramid Presence Relevance Performance Advantage Bonding Share of Wallet BrandDynamics™ Pyramid

BRANDZ ™ THE WPP BRAND EQUITY STUDY World 2001 Is the Size of the Brand the Only Thing That Matters? Brand A % Presence Relevance Performance Advantage Bonding Brand B %

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

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

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

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

BRANDZ ™ THE WPP BRAND EQUITY STUDY World 2001 Brand Signatures™ Bonding Advantage Performance Relevance Presence 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. Aspirational Brand

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

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

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

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

BRANDZ ™ THE WPP BRAND EQUITY STUDY World 2001 [drive:\directory path\filename.ppt\10] Millward Brown International Bonding Advantage Performance Relevance Presence - |+ Voltage™ = -4.9 Brand Voltage™ … a one number summary of the Brand Signature™

BRANDZ ™ THE WPP BRAND EQUITY STUDY World 2001 [drive:\directory path\filename.ppt\10] Millward Brown International STRONG AND WEAK PROFILES Bonding Advantage Performance Relevance Presence WeakStrong - |+- |+-|+- |+ Voltage™ = Brand Voltage™ … a one number summary of the Brand Signature™

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

BRANDZ ™ THE WPP BRAND EQUITY STUDY World Presence Olympic Clean Slate Fading Star Classic Defender Voltage™ Cult Little Tiger Aspirational BRANDZ™ Map