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2014R 3 D I G I T A L E N S P I R E I N D E X

R3 DIGITAL ENSPIRE index2014 Q4

R3 DIGITAL ENSPIRE index2014 Q4

Q4

BRANDBRAND BRAND AWARENESS DIGITAL ENSPIREINDEX

2014 Q4RANKING

AWARENESS DIGITAL ENSPIREINDEX

2014 Q4RANKING

BRANDENGAGEMENT INVOLVEMENT ENGAGEMENT INVOLVEMENT

Methodology:Scope>56 brands, 19 categories (Carbonated, Tea, Auto,Personal electronics, Dairy, Infant formula, Luxury products, Sporting goods, Western style fast food,Haircare, Toothpaste, Skincare, Cosmetics, Cocktail,Liquor, Beer, Chocolate, Cookies, Chewing gum), 369 ads.

Weights (based on impact of predictors on Purchase Intent)>Awareness = 0,3 Engagement = 0,6 Involvement = 0,1Regression Model of EnSpire Index = 0.3 * Awareness + 0.6 * Engagement + 0.1 * Involvement

Index Calculation>Awareness = Prompted targeted ad awareness Engagement = Overall Liking, Positive Impression of Brand, Fits Brand Involvement = Clickeability, Sharing, Looking up information about brand/product

Sampling>N=3,159 general consumers aged 18-45 years of age>City coverage: Tier 1: Beijing, Shanghai, Guangzhou, Shenzhen Tier 2: Wuhan, Nanjing, Hangzhou, Chengdu, Tianjin, Shenyang, Suzhou, Fuzhou, Ningbo, Qingdao, Xian, Zhengzhou, Chongqing, Jinan, Hefei, Changsha

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

70.0

29.2

51.8

32.4

12.1

100.0

24.0

48.2

36.9

57.2

40.5

13.5

33.2

27.7

48.7

40.7

18.2

34.3

23.8

55.6

39.4

37.1

82.3

95.8

83.4

97.8

100.0

63.4

96.9

84.1

85.6

74.9

83.5

93.7

85.1

87.9

76.3

77.5

83.5

76.0

78.0

68.7

68.8

70.8

82.4

83.8

89.1

53.5

100.0

48.6

74.8

76.4

87.7

81.1

74.5

88.7

76.9

71.1

66.8

79.8

90.6

77.8

87.5

44.6

81.3

74.0

100.0

94.1

93.9

92.8

92.6

91.6

91.5

91.1

89.1

87.6

86.9

86.0

85.3

84.5

83.0

82.4

79.4

78.0

76.5

76.1

74.4

74.1

64.2

20.2

5.4

2.3

39.9

77.6

12.8

78.8

55.7

34.3

23.4

37.7

44.7

16.7

50.3

0.0

55.7

28.3

37.2

35.1

14.5

27.6

30.3

56.5

73.5

85.2

80.6

64.2

49.5

73.1

43.3

52.2

60.8

66.0

62.2

56.3

61.4

45.1

61.7

39.5

46.2

36.4

29.9

40.6

33.4

0.0

69.3

88.7

58.9

91.6

67.4

36.0

83.5

49.9

60.6

71.4

72.1

46.1

47.0

77.4

49.7

85.5

0.0

10.5

42.3

46.1

40.8

29.7

16.5

72.7

71.1

70.5

69.9

68.5

67.5

66.7

64.7

63.9

63.6

63.5

62.6

60.6

57.2

53.6

51.3

43.7

39.1

39.0

32.9

32.5

30.3

0.0

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

44

45

Samsung

Sprite

Coca-Cola

Snickers

Ferrero Rocher

KFC

Chips Ahoy!

Olay

Budweiser

Apple

BMW

Hershey's

Dumex

Mercedes-Benz

L'OREAL

adidas

Abbott

Mead Johnson

Lenovo

RIO

Master Kong

Nike

Volkswagen

Maybelline

INFINITI

Kinder

TSINGTAO

Dove

Heineken

McDonald's

Yili

Huawei

Stride

PANTENE

Mengniu

NIVEA

JDB

Oreo

Extra

M&M's

DOUBLEMINT

Xiaomi

Uni-President

Pepsi

CLEAR