1. WHAT IS ‘BRAND’?
CLOSE YOUR EYES!

2. DO NOT THINK OF…

3. Valuable brands have STRONG RELATIONSHIPS with consumers and are MEANINGFULLY DIFFERENT

4. THE BRAND RELATIONSHIP
Coca-Cola
Top 100 brands
All brands 30 12 5
BONDING
It is better than others 71 40 25
ADVANTAGE
It is satisfactory 76 49 32
PERFORMANCE
It caters for me 83 58 40
I know about it
RELEVANCE 97 73 57
PRESENCE

5. 30% 41% Coca-Cola 30 BONDING 71 ADVANTAGE 76 PERFORMANCE 83 RELEVANCE
BONDING ONLY
30% 30
BONDING
It is better than others 71
ADVANTAGE
ADVANTAGE ONLY
41%
It is satisfactory 76
PERFORMANCE
It caters for me 83
I know about it
RELEVANCE 97
PRESENCE

6. COCA-COLA 30 52 BONDING ONLY 41 ADVANTAGE ONLY 36 26 11 3 1
CUSTOMERS %
VALUE % 30 52
BONDING ONLY 41
ADVANTAGE ONLY 36 26
PERFORMANCE
RELEVANCE
PRESENCE 11
NO PRESENCE 3 1

7. BRAND CONTRIBUTION PERCENTAGE
Coca-Cola
BONDING/ ADVANTAGE
These people account for the vast majority of sales because they are more loyal to the brand. 30
BONDING
It is better than others 71
ADVANTAGE
It is satisfactory 76
PERFORMANCE
It caters for me 83
I know about it
BRAND CONTRIBUTION PERCENTAGE
RELEVANCE 97
PRESENCE

8. BRAND VALUATION = X
Financial Value
Brand Contribution
Brand Value

9. BRAND CONTRIBUTION EFFECTX =

10. BRAND CONTRIBUTION AVERAGE
BRANDZ™
value
$23bn
Interbrand
value
$28bn
Values very similar

11. BRAND CONTRIBUTION LOWER
BRANDZ™
value
$13bn
Interbrand
value
$28bn
Interbrand fails to take account of lower Brand Contribution

12. BRAND CONTRIBUTION HIGH
BRANDZ™
value
$183bn
Interbrand
value
$34bn
Interbrand fails to take account of high Brand Contribution

13. BRAND VALUE BRANDZ™ 4 3 Interbrand $183BN $34BN $16bn $9bn 2006 2012
BRAND CONTRIBUTION 4
BRAND CONTRIBUTION 3
Interbrand
$34BN
$16bn
$9bn
2006
2012

14. YES, FEWER USA/EUROPE BRANDS AGAIN…
YES, NO.1 AGAIN…
$183bn
+19%
YES, TOP % RISER AGAIN…
$33bn
+74%
YES, FEWER USA/EUROPE BRANDS AGAIN… 56
(74 last year and 88 in 2006)

15. $2.4tr $1.4tr A VERY TOUGH YEAR:
Half the brands LOST value (mainly financials not brand contribution)
Value of Top 100 only +0.4% ($2.4trillion)
$2.4tr
$1.4tr
2006
2012

16. TOP RISERS

17. STRONG BRANDS PERFORM
STRONG BRANDS
37.5%
0.4%
S&P 500
APR 06
MAY 12

18. CATEGORY PICTURE – SHORT TERM (vs ‘11)
Also refer to Top Risers:
LUXURY Hermes, Rolex, Burberry
FAST FOOD Starbucks, Dominos, Tim Hortons
APPAREL Ralph Lauren, Hugo Boss, Uniqlo

19. CATEGORY PICTURE – LONG TERM (vs ‘06)
Also refer to Top Risers:
FAST FOOD Subway +5,145%
TECHNOLOGY Apple +1,145%
TELCO AT&T +931%

20. STRONG BRANDS GROW STRONGER
Top 10
$892bn
$409bn
Bottom 10
$83bn
$46bn
2006
2012

21. BUZZ MEANS MONEY
$511bn
Value
Earned Buzz
$112bn
2006
2012

22. MORE ENGAGEMENT IN FAST GROWING MARKETS
Top 100 brands
All brands 22 12 5
BONDING
It is better than others 59 40 25
ADVANTAGE
It is satisfactory 63 49 32
PERFORMANCE
It caters for me 77 58 40
I know about it
RELEVANCE 91 73 57
PRESENCE

23. INFRASTRUCTURE IN GROWTH MARKETS
DEVELOPED %
FAST GROWING % 12 44
FINANCIAL 12 33
COMMUNICATIONS 29
TECHNOLOGY 43 13
OTHER 1

24. TOP 10 GROWTH BY REGION High Average Low High Average Momentum
Also refer to Top Risers:
FAST FOOD Subway +5,145%
TECHNOLOGY Apple +1,145%
TELCO AT&T +931%
High
Average

25. NORTH AMERICA Momentum High Average Average High High Average Average
Also refer to Top Risers:
FAST FOOD Subway +5,145%
TECHNOLOGY Apple +1,145%
TELCO AT&T +931%
Average
Average
Average
Average

26. LATAM Momentum Average Average High New Average Average New High
Also refer to Top Risers:
FAST FOOD Subway +5,145%
TECHNOLOGY Apple +1,145%
TELCO AT&T +931%
New
High
Average
Average

27. CONTINENTAL EUROPE Momentum Low High Average Average High Average
Also refer to Top Risers:
FAST FOOD Subway +5,145%
TECHNOLOGY Apple +1,145%
TELCO AT&T +931%
Average
Average
High
Average

28. UK Momentum Average Low High Low Low Low Low Low Average Average
Also refer to Top Risers:
FAST FOOD Subway +5,145%
TECHNOLOGY Apple +1,145%
TELCO AT&T +931%
Low
Low
Average
Average

29. ASIA Momentum High High Average High Average High Average Average High
Also refer to Top Risers:
FAST FOOD Subway +5,145%
TECHNOLOGY Apple +1,145%
TELCO AT&T +931%
Average
Average
High
High