Prudential Global Brand Awareness Based on data collected in Wave V of Prudential Financial’s Global Brand Image Study 2008 Global Marketing Research Lee Haydon 973-802-3906 Jackie Chan 973-802-6805 CONDITIONS OF USE: This document is approved for INTERNAL USE ONLY. However, data within this report is approved for external use in sales and marketing materials, under the terms set forth below. Caution: information about our brand is highly valued by the company. This data must be used accurately and with great care in order to protect the company. - Appropriate uses of this data include sales presentations, marketing brochures, whitepapers, etc. - If you choose to use any of this data for external use, please provide a copy to GMR prior to submission to Marketing Review for approval and distribution to ensure that interpretation of the data is presented accurately. All specific applications of the data, and any modified versions of this presentation, must be submitted for compliance review. This report should not be published or otherwise disseminated in its entirety outside of Prudential. Do not provide copies of the report to vendors who have not signed Confidentiality Agreements with Prudential. - If you have any questions about the data or appropriate usage, please call Lee or Jackie. IFS-A157134 Ed. 10/2008 The Prudential Insurance Company of America, Newark NJ

Brand Awareness and Familiarity About the Study Interviews and data collection for Wave V of Prudential’s Global Brand Image Study was conducted nationally in Japan and in select urban centers of S. Korea, Taiwan & Mexico. The study was conducted March 17 – April 20, 2008 among a random sample of 1,605 primary financial decision makers, 708 of which are affluent consumers. The study include participants between the ages of 30 to 64 among the top 40% of the most affluent population within each country. This is defined by a common set of criteria including household income, financial assets and financial product ownership, Affluent consumers are defined as those among the top 20% of the most affluent population within each country and meet minimum household income requirements as follows: S. Korea: 4 million Won (monthly) Japan: 8.65 million Yen (annual) Taiwan: 180,000 TW Dollars (monthly) Mexico: Socio-Economic Classification of A, B or C+ As our life insurance and investment businesses are gathering momentum in key markets, Prudential has dramatically built high levels of brand name recognition. South Korea – 94% of the general public know the Prudential name (insurance or investment) Japan – 81% of the general public is aware of the Prudential or Gibraltar name Taiwan – 77% of the general public know the Prudential name (insurance or investment) Mexico* – 32% of the general public is aware of the Prudential name (insurance or investment) Name awareness is equally high for male and female consumers in our major markets, particularly high among the affluent consumers. Prudential communication efforts have increased knowledge about our businesses in each market beyond name/brand recognition to growing familiarity with each of our businesses. Success in establishing brand awareness and familiarity creates the foundation to build consumer favorability and purchase consideration. Achievement in brand recognition places the Prudential brand among the very top leaders of the financial services industry. The diversity of Prudential’s brand recognition is confirmed by the consistent familiarity and favorability scores achieved across key consumer segments such as gender, age, and income. Sample Size General Public Affluent S. Korea 405 256 Japan 400 165 Taiwan 54 Mexico 233 *In 2006, 74% of the general public in Mexico were aware of Prudential Financial. Recent operational and name change in Mexico has led to a perceptual decline of the brand name awareness level from previous high scores.

High Name Awareness of Prudential Brand Name Is Established In Key Markets Prudential Brand Name Awareness Very Familiar/Somewhat Familiar/Know the Name S. Korea Japan Taiwan Mexico * * Prudential of Korea, Prudential Investment & Securities, or Prudential Asset Mgmt. Prudential of Japan or Gibraltar Life Prudential of Taiwan or Prudential Financial SITE Prudential Seguros or Prudential Bank *In 2006, 74% of the general public and 79% of affluent consumers in Mexico were aware of Prudential Financial. Recent operational and name change in Mexico has led to a perceptual decline of the brand name awareness level from previous high scores.

Brand Name Recognition is High for Each Individual Business Prudential International Insurance & Investment Brand Name Awareness Among General Public 93% 70% 70% 71% 66% 63% 54% 30% 21% S. Korea Japan Taiwan Mexico

The Affluent Report Slightly Higher Brand Name Recognition Prudential International Insurance & Investment Brand Name Awareness Among Affluent 96% 80% 73% 71% 69% 65% 55% 33% 33% S. Korea Japan Taiwan Mexico

Awareness of the Prudential Name is Nearly Equal for Both Men and Women in Our Major Markets Prudential International Insurance & Investment Brand Name Awareness by Gender General Public Affluent Men Women S. Korea Prudential of Korea 94 92 97 Prudential Investment & Securities 70 71 Prudential Asset Management 47 62 44 64 Japan Prudential of Japan 73 79 65 Gibraltar Life 67 68 60 Taiwan Prudential of Taiwan 87 Prudential Financial SITE 66 61 Mexico Prudential Seguros 32 20 36 25 Prudential Bank 22 11 23 13

A Significant Level of Name Awareness Has Been Established Among All Age Groups Prudential International Insurance & Investment Brand Name Awareness by Age General Public Affluent 30-49 50-64 S. Korea Prudential of Korea 95 87 98 90 Prudential Investment & Securities 70 71 Prudential Asset Management 57 52 48 Japan Prudential of Japan 72 63 78 66 Gibraltar Life 51 73 Taiwan Prudential of Taiwan 77 84 Prudential Financial SITE 68 67 Mexico Prudential Seguros 29 32 34 31 Prudential Bank 19 23 20 24

Building Brand Awareness and Familiarity Creates the Foundation to Drive Purchase Consideration General Public —Overall Favorability % “Extremely” or “Somewhat” Favorable Affluent —Overall Favorability % “Extremely” or “Somewhat” Favorable Base: Aware of Each Brand