Welcome!

Let’s start with a short description of the most rigorous brand valuation method in the World

Financial Value X = Brand Contribution Brand Value

Financial Value X = Brand Contribution Brand Value The secret ingredient

WHAT IS ‘BRAND’? “A strong brand is not the same as a business or a trademark. A brand – global or local - derives its value from creating a strong relationship with consumers.”

CLOSE YOUR EYES! WHAT IS ‘BRAND’?

DO NOT THINK OF…

Valuable brands have STRONG RELATIONSHIPS with consumers and are MEANINGFULLY DIFFERENT

The Brand Relationship is like dating… Relationships start with awareness At first you are cautious The first date goes well A strong liking is developing Now a very strong relationship Presence Relevance Performance Advantage Bonding

Advantage Performance Relevance Presence Bonding Top 50 LatAm All LatAm (6.977 brands) More valuable brands have stronger relationships

Top 50 LatAm Top 50 Global LatAm compares favourably with Global brands Advantage Performance Relevance Presence Bonding

Top 50 LatAm Top 50 Global Top 50 China Advantage Performance Relevance Presence Bonding

Top 50 LatAm Top 50 Brazil Advantage Performance Relevance Presence Bonding

Top 5 LatAm Top 5 Argentina Advantage Performance Relevance Presence Bonding

Top 10 LatAm Top 10 Colombia Advantage Performance Relevance Presence Bonding

Top 15 LatAm Top 15 Mexico Advantage Performance Relevance Presence Bonding

The POWER of the brand: Brand Contribution

Coca Cola LatAm Bonding only 50% Advantage only 26% Advantage Performance Relevance Presence Bonding

Advantage only Performance/ No Presence Coca Cola LatAm Bonding only Value %Customers % Relevance/ Presence Customers % Value %

Coca Cola LatAm Brand Contribution Percentage These people account for the vast majority of sales because they are more loyal to the brand. Advantage Performance Relevance Presence Bonding

Coca Cola Argentina Bonding only 51% Advantage only 25% Advantage Performance Relevance Presence Bonding

Advantage only Performance/ No Presence Coca Cola Argentina Bonding only Value %Customers % Relevance/ Presence Customers % Value %

Coca Cola Argentina Brand Contribution Percentage These people account for the vast majority of sales because they are more loyal to the brand. Advantage Performance Relevance Presence Bonding

Coca Cola Brazil Bonding only 52% Advantage only 27% Advantage Performance Relevance Presence Bonding

Advantage only Performance/ No Presence Coca Cola Brazil Bonding only Value %Customers % Relevance/ Presence Customers % Value %

Coca Cola Brazil Brand Contribution Percentage These people account for the vast majority of sales because they are more loyal to the brand. Advantage Performance Relevance Presence Bonding

Coca Cola Colombia Bonding only 38% Advantage only 32% Advantage Performance Relevance Presence Bonding

Advantage only Performance/ No Presence Coca Cola Colombia Bonding only Value %Customers % Relevance/ Presence Customers % Value %

Coca Cola Colombia Brand Contribution Percentage These people account for the vast majority of sales because they are more loyal to the brand. Advantage Performance Relevance Presence Bonding

Coca Cola Mexico Bonding only 57% Advantage only 20% Advantage Performance Relevance Presence Bonding

Advantage only Performance/ No Presence Coca Cola Mexico Bonding only Value %Customers % Relevance/ Presence Customers % Value %

Coca Cola Mexico Brand Contribution Percentage These people account for the vast majority of sales because they are more loyal to the brand. Advantage Performance Relevance Presence Bonding

X = X = The Brand Contribution effect…

Brand Contribution effect: Example from Global Valuations

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

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

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

GLOBALBRAND VALUE Interbrand BRANDZ™ $183BN $34BN $9bn $16bn BRAND CONTRIBUTION 3 BRAND CONTRIBUTION 4

STRONG BRANDS STRONG BRANDS PERFORM BrandZ Global Valuations APR 06MAY % 0.4% S&P 500

What drives Brand Contribution? Global LatAm Local Top 50 Top 50 LatAm Popularity Affinity Difference Price Source: BrandZ (Index Average = 100)

Top Brands are more trusted, recommended and more desirable Global LatAm China Top 50 Top 50 Top 50 Trust Recommendation Desire Source: BrandZ (Index Average = 100)

Character of Top Brands Global LatAm China Top 50 Top 50 Top 50 In Control 109Friendly 106Wise 108 Assertive 107Kind 105In Control 107 Creative 105Generous 104Friendly 105 Source: BrandZ (Index Average = 100)

Before we see some results… Let’s have a short QUIZ (5 questions)

Stand up please! If you get the answer wrong you will need to sit down again…

Q1. BRAND CONTRIBUTION Some brands generate more than their fair share of financial value because the brand contributes so much. Which one of these has the greatest Brand Contribution (in Brazil)? Brahma Nescafé Sony 

Q2. BRAND TRUST & RECOMMENDATION Brands that are BOTH trusted by all and recommended by their users have heritage and contemporary relevance. Which one of these has the greatest TrustR (in Brazil)? Allianz Porto Seguro Sul America 

Q3. BRAND DIFFERENCE Brands that are different can have an advantage over others. Which one of these is rated most different (in Brazil)? Apple iPhone BlackBerry Twitter 

Q4. BRAND DESIRE Brands that create desire tend to justify their price premiums and can generate greater profits. Which one of these has the greatest Brand Desire(in Brazil)? Coca Cola Petrobras Trident 

Q5. CHARACTER CLARITY Brands that have a distinct and defined character tend to be stronger. Which one of these has the clearest Character(in Brazil)? Adidas Hering Nike 

Q1. BRAND CONTRIBUTION Some brands generate more than their fair share of financial value because the brand contributes so much. Which one of these has the greatest Brand Contribution (in Argentina)? Guinness Heineken Quilmes 

Q2. BRAND TRUST & RECOMMENDATION Brands that are BOTH trusted by all and recommended by their users have heritage and contemporary relevance. Which one of these has the greatest TrustR (in Argentina)? Ford Honda VW 

Q3. BRAND DIFFERENCE Brands that are different can have an advantage over others. Which one of these is rated most different (in Argentina)? Apple iPhone Nokia Samsung 

Q4. BRAND DESIRE Brands that create desire tend to justify their price premiums and can generate greater profits. Which one of these has the greatest Brand Desire(in Argentina)? Carrefour Jumbo Walmart 

Q5. CHARACTER CLARITY Brands that have a distinct and defined character tend to be stronger. Which one of these has the clearest Character(in Argentina)? Andes Eki Tai 

Q1. BRAND CONTRIBUTION Some brands generate more than their fair share of financial value because the brand contributes so much. Which one of these has the greatest Brand Contribution (in Colombia)? Club Colombia Davivienda Eltiempo 

Q2. BRAND TRUST & RECOMMENDATION Brands that are BOTH trusted by all and recommended by their users have heritage and contemporary relevance. Which one of these has the greatest TrustR (in Colombia)? Google Nokia Toyota 

Q3. BRAND DIFFERENCE Brands that are different can have an advantage over others. Which one of these is rated most different (in Colombia)? Bing Taringa Wkipedia 

Q4. BRAND DESIRE Brands that create desire tend to justify their price premiums and can generate greater profits. Which one of these has the greatest Brand Desire(in Colombia)? Carrefour Éxito Olimpica 

Q5. CHARACTER CLARITY Brands that have a distinct and defined character tend to be stronger. Which one of these has the clearest Character(in Colombia)? Aguila Bancolombia Comcel 

Q1. BRAND CONTRIBUTION Some brands generate more than their fair share of financial value because the brand contributes so much. Which one of these has the greatest Brand Contribution (in Mexico)? Capcom Cicatricure Corona 

Q2. BRAND TRUST & RECOMMENDATION Brands that are BOTH trusted by all and recommended by their users have heritage and contemporary relevance. Which one of these has the greatest TrustR (in Mexico)? Dove Olay Pond’s 

Q3. BRAND DIFFERENCE Brands that are different can have an advantage over others. Which one of these is rated most different (in Mexico)? Banco Azteca Chedrahai L’Bel 

Q4. BRAND DESIRE Brands that create desire tend to justify their price premiums and can generate greater profits. Which one of these has the greatest Brand Desire(in Mexico)? Banamex Mexicana de Aviacion Telmex 

Q5. CHARACTER CLARITY Brands that have a distinct and defined character tend to be stronger. Which one of these has the clearest Character(in Mexico)? Apple Coca Cola Ford 

Q5. CHARACTER CLARITY Brands that have a distinct and defined character tend to be stronger. Which one of these has the clearest Character(in Chile)? Chrysler Ford Toyota 

Anyone still standing is a WINNER!

And brands that score well on these things will also be winners: Clear Character/Personality Recommendation by users Affinity/Desire/Popularity Trust Different

Amplify Meaningfully Different Experience Define Value Growth How brands drive value growth

Different Meaningful Source: LatAm 1340 brands (Average = 100) Brand Contribution 168 Meaningfully Different get more sales because of brand

Brand Contribution Different Meaningful Source: LatAm 1340 brands (Average = 100) Meaningfully Different get more sales because of brand

Meaningfully Different All brands LatAm 30% All brands worldwide 30%

Meaningfully Different Local brands LatAm 27% International brands LatAm 32%

Meaningfully Different LatAm Top 50 67% Global Top 50 68%

And now, some facts about the most valuable brands…

Combined value ($US) of Top 50 brands GlobalChinaLatAmBrazil 311m 1,845m 135m 60m

Contribution of countries (% of $US brand value in Top 50)

How LatAm compares (% value) LatAm China Global Financial Telecoms Retail B2B Consumer Goods Technology Other 3 3 7

How countries differ (% value) Brazil Mexico Chile Colombia Argentina Financial Telecoms Retail B2B Consumer Goods Other

Now it is time to reveal the most valuable brands

STRONG BRANDS STRONG BRANDS LESS VULNERABLE BrandZ LatAmValuations May 11June % -23.6% MSCI LatAm

The research behind the rankings 82 studies across 5 countries covering 794 brands Argentina:23 studies, 106 brands Brazil:25 studies, 364 brands Chile:10 studies, 53 brands Colombia:10 studies, 104 brands Mexico:14 studies, 167 brands More than 25,000 people interviewed