BRANDZ™

THE WPP BRAND EQUITY STUDY

World 2001

A database of 1000+Millward Brown

BrandDynamics™studies

BRANDZ™THE WPP BRAND EQUITY STUDY

BRANDZ™

THE WPP BRAND EQUITY STUDY

World 2001

BRANDZ™Commissioned by

WPP

380,000+ consumersexplicitly compare

brands in 100+ categories

Covers 15,000+ of world'sbiggest and key local brandsincluding product, corporate

and service

Benchmark your brand in your category - against 15,000other brands on a number of different criteria

Introduction to BRANDZ™

In 28 countries from July 2001

BRANDZ™

THE WPP BRAND EQUITY STUDY

World 200128 Countries Covered to date

Brazil

Argentina

Canada

Mexico

USA Spain

South Africa Australia

China

India

Japan

Taiwan

Thailand

France

Italy

NetherlandsPoland

GermanyUK

SwedenBelgium

Czech Rep

GreeceSwitzerland

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 2001Why 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 2001Validation of the BrandDynamics™ Pyramid

Presence

Relevance

Performance

Advantage

Bonding

Share of WalletBrandDynamics™

Pyramid

7

28

36

37

52 12

16

17

20

50

BRANDZ™

THE WPP BRAND EQUITY STUDY

World 2001Is the Size of the Brand the Only Thing That Matters?

Brand A%

Presence

Relevance

Performance

Advantage

95

73

62

56

11Bonding

Brand B%

33

26

19

16

4

BRANDZ™

THE WPP BRAND EQUITY STUDY

World 2001Brand 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

85%

64%

49%

34%

3%-4

-11

-2

1

23

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

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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

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STRONG AND WEAK PROFILES

Bonding

Advantage

Performance

Relevance

Presence

Weak Strong

- |+ - |+ - |+ - |+

Voltage™ = -4.9 0 +3.1 +9.3

Brand Voltage™

… a one number summary of the Brand Signature™

BRANDZ™

THE WPP BRAND EQUITY STUDY

World 2001

% Brands % Brands Gaining Share Gaining Share Minus Minus

% Losing Share% Losing Share

334 Brands 334 Brands

-16%-16%-8%-8%

+16%+16%

+41%

A Proven Link Between Brand Voltage And Market Share

-60%-60%VoltageVoltageLowLow HighHigh

< -6 -6 to -2 -2 to +2 +2 to +6 >+6

BRANDZ™

THE WPP BRAND EQUITY STUDY

World 2001

-10

-5

0

5

10

15

-50 -40 -30 -20 -10 0 10 20 30 40 50

Presence

Olympic

Clean Slate Fading Star

Classic

DefenderVo

ltag

e™

Cult

Little Tiger Aspirational

BRANDZ™ Map