1. CLOSE YOUR EYES! WHAT IS ‘BRAND’?

2. DO NOT THINK OF…

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

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

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

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

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

8. BRAND VALUATION X = Financial ValueBrand ContributionBrand Value

9. BRAND CONTRIBUTION EFFECT X = X =

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

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

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

13. BRAND VALUE 20062012 Interbrand BRANDZ™ $183BN $34BN $9bn $16bn BRAND CONTRIBUTION 3 BRAND CONTRIBUTION 4

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

15. A VERY TOUGH YEAR: 20062012 $2.4tr Half the brands LOST value (mainly financials not brand contribution) Value of Top 100 only +0.3% ($2.4trillion) $1.4tr

16. TOP RISERS

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

18. CATEGORY PICTURE – SHORT TERM (vs ‘11)

19. CATEGORY PICTURE – LONG TERM (vs ‘06)

20. STRONG BRANDS GROW STRONGER 20062012 $46bn $892bn $83bn $409bn Top 10 Bottom 10

21. BUZZ MEANS MONEY 20062012 $511bn $112bn Value Earned Buzz

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

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

24. TOP 10 GROWTH BY REGION Momentum Average High Low Average High

25. NORTH AMERICA Average High Momentum Average High Average

26. CONTINENTAL EUROPE Average Low Momentum High Average High Average High

27. UK Average Low Average Momentum Low High Low Average

28. ASIA High Average High Momentum High Average High

29. LATAM Average High Average Momentum Average High Average