Brands in Motion Author: Doug Scott Presented at the ARF Annual Convention, New York 11 th April, 2003 Driving Your Brand Forward Click on to view speakers notes This presentation contains speakers notes

2 Strong Equity Declining EquityLittle Equity Growing Equity Olympic Clean Slate Fading Star Classic Little Tiger Defender Weak Specialist Vitality Brand Presence Brand Position vs. Competition Eight broad types of brands.

3 Brand Share Change Olympic Classic Little Tiger Specialist Defender Fading Star Clean Slate Weak Gained Lost 17% 43% 26% 47% 23% 27% 32% 33% 38% 34% 38% 30% 64% 21% 83% 8%

4 Strong relationship between commitment... Strong relationship between commitment... and share of wallet. Higher Commitment Share of Wallet Understanding Commitment Matters % Consumers Familiar

5 Commitment Doesn’t Just Happen Strong relationship between awareness and commitment. Build awareness of categoryBuild awareness of category User retentionUser retention # Users # Users Usage frequency Usage frequency Pricing Pricing Defend vs. competitorsDefend vs. competitors Franchise extensionFranchise extension Build awareness w/i categoryBuild awareness w/i category Increase usage penetrationIncrease usage penetration Media pressure Media pressure Communications Communications Pricing Pricing Gain distributionGain distribution CommitmentCommitment AwarenessAwareness

6 Drivers for Successful Brand Growth Common factors of successful brands... CommitmentCommitment PresencePresence Olympic Clean Slate Fading Star Classic Little Tiger Defender Weak Specialist

7 CLARITYCLARITY CLARITYCLARITY CONSISTENCYCONSISTENCY CONSISTENCYCONSISTENCY BusinessCredentialsBusinessCredentials GreatProductsGreatProducts ProjectedLeadershipProjectedLeadership Drivers for Successful Brand Growth Common factors of successful brands...

8 Difficult to Make Progress

9 Average TRPs Yes. But, to stay even... Are Brands Making Any Progress? Yes. TV Ad Awareness Trends it’s taking more.

10 Spending Drives Awareness Levels Across categories, higher weekly weights relates to stronger ad awareness levels Average Weekly TRP Weights 0% 25% 50% 75% Ad Awareness Level

11 Common Spending Patterns Spending can become tactical. 0% 20% 40% 60% 80% 100% Jun-97 Dec-97 Jun-98 Dec-98 Jun-99 Dec-99 Jun-00 Dec-00 Jun-01 Dec-01 Category TRP Delivery Brand 1 Brand 4 Brand 3 Brand 2

12 Brands Tend to Maintain Position Ad awareness can vary productively. ABCDEFGHIJK 11 Categories TV Ad Awareness Change Index = 100

13 CLARITYCLARITY CONSISTENCYCONSISTENCY Business Credentials Business Credentials Great Products Great Products Projected Leadership Projected Leadership Don’t stand still. Press forward. Keep track of where you’ve been. Plan what you’re going to do before you do it. But, do it. Learn from success, failure and competition. Understand your equities and keep track of them. Optimize everything. Driving Your Brand Forward Implications for marketers...

Brands in Motion Driving Your Brand Forward Millward Brown