A database of 1000+ Millward Brown BrandDynamics™ studies

1. BRANDZ™ THE WPP BRAND EQUITY STUDY A database of 1000+ Millward Brown BrandDynamics™ studies

2. 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 In 28 countries from July 2001 Commissioned by WPP BRANDZ™ Benchmark your brand in your category - against 15,000 other brands on a number of different criteria Introduction to BRANDZ™

3. 28 Countries Covered to date Denmark* Sweden Netherlands Belgium Poland Canada UK Czech Rep Germany France Switzerland Korea USA Greece Spain Japan Italy China Taiwan Mexico India Thailand Malaysia Brazil Chile Australia South Africa Argentina *New for 2001

4. Bonding Advantage Performance Relevance Presence BrandDynamics™ Pyramid Can anything else beat it? What is it admired for? Is it satisfactory? Does it cater for me? Do I know about it?

5. High share of wallet Why should we believe the BrandDynamics™ Pyramid? BrandDynamics™ Pyramid Bonding Advantage Performance Relevance Presence Low share of wallet

6. 50 20 17 16 12 Validation of the BrandDynamics™ Pyramid BrandDynamics™ Pyramid Share of Wallet Bonding Advantage Performance Relevance Presence

7. 16 19 26 33 Is the Size of the Brand the Only Thing That Matters? Brand A % Brand B % Bonding 11 4 Advantage 56 Performance 62 Relevance 73 95 Presence

8. Brand Signature™ The BrandDynamics™ Pyramid represents the overall relationship of consumers with a brand But the Brand Signature™ actually identifies a brand’s strengthsand weaknesses relative to the other brands in the category

9. Cars 2000 (UK) Rover Brand Signature Brand Pyramid Bonding Advantage Performance Relevance Presence

10. Brand Signatures™ • Fading Star • Still well known and relevant to a mass audience, but has lost appeal and has little product or image based advantage. Bonding Advantage Performance Relevance Presence

11. Brand Signatures™ • Olympic Brand • Well known, well loved with a large core following. Talked about in everyday life and part of the cultural fabric of the country. Bonding Advantage Performance Relevance Presence

12. Brand Signatures™ • Classic Brand • Well known, well loved with a relatively large core following. Good but not great. Bonding Advantage Performance Relevance Presence

13. Brand Signatures™ Aspirational Brand 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. Bonding Advantage Performance Relevance Presence

14. Brand Signatures™ Cult Brand • Not widely known and not for everyone - but has a committed • and fanatical following. Bonding Advantage Performance Relevance Presence

15. Brand Signatures™ Little Tiger • Relatively unknown but with strong following amongst a core group. Bonding Advantage Performance Relevance Presence

16. Brand Signatures™ • Defender A good balance between product performance and price - but no real product based or emotionally rooted advantages. Bonding Advantage Performance Relevance Presence

17. Brand Signatures™ Clean Slate brand Little known, irrelevant to most consumers and with few advantages Bonding Advantage Performance Relevance Presence

18. Brand Voltage™ … a one number summary of the Brand Signature™ Voltage™ =-4.9 | + - Bonding Advantage Performance Relevance Presence Millward Brown International [drive:\directory path\filename.ppt\ 10 ]

19. Brand Voltage™ … a one number summary of the Brand Signature™ Voltage™ =-4.9 0 +3.1 +9.3 STRONG AND WEAK PROFILES Weak Strong | + - | + - | + - | + - Bonding Advantage Performance Relevance Presence Millward Brown International [drive:\directory path\filename.ppt\ 10 ]

20. +41% +16% -8% -16% -60% Low High Voltage < -6 -6 to -2 -2 to +2 +2 to +6 >+6 A Proven Link Between Brand Voltage And Market Share % Brands Gaining Share Minus % Losing Share 334 Brands

21. Cult Aspirational Little Tiger Classic Defender Fading Star BRANDZ™ Map 15 10 Olympic 5 Voltage™ 0 Clean Slate -5 -10 -50 -40 -30 -20 -10 0 10 20 30 40 50 Presence