WELCOME 1 Selected U.S. findings from The Global Brand Forecast An international comparison of Brand Management practices and trends

OBJECTIVE 2 The Global Brand Forecast Study assesses the major trends related to branding on a biyearly basis. It provides a global perspective on the current state of branding, important tools and factors for success in brand management. nColumbia University, New York nInstitut für Marketing Ludwig-Maximilians-Universität München nYonsei University, Seoul The study is conducted by:

TOPICS 3 The Global brand Forecast Study gives an overview on a range of different branding issues: nGeneral brand management nBranding tools and objectives nBenchmarking nCountry specific evaluation of brand management nThis year‘s extra topic: Employees and Brands

METHODOLOGY - SAMPLE STATISTICS 4 USA 183 subjects From Fortune 1000 and Fortune 1500 companies Marketing Director, VP Marketing, Chief Communication Officer, Brand Manager, executive director, equivalent Automobile, Cosmetics, Food/ Beverages, Financial Services, Telecommunications, Electronics, Clothes and Fashion, Airlines/ Tourism, E-commerce/ Internet, Mass Retailing, Entertainment Form of collection: telephone survey  Size:  Titles:  Industries:  Methodology:

BRAND MANAGEMENT IS … 1. GENERAL BRAND MANAGEMENT 5 USA  Image, perception, & reputation management  Entire process from development to naming to marketing, etc.  Sculpting a personality, identity, positioning  Awareness, making the customer think of you first  Managing, creating value

6 USA Customer focus, attention to customer concerns Quality Advertising / marketing / brand exposure How well people know/remember the brand; Setting themselves apart from the competition Honesty 2. BENCHMARKING SUCCESS FACTORS IN BRANDING

INNOVATIVE AMERICAN BRANDS OF BENCHMARKING 7 Consistent quality, Patnerships (visa card, ne w prod), Bulls-eye logo identity 3 rd (tie) Promotions (with music, entertainment, Tiger Woods) 3 rd (tie) Advertising: “ Hey Dude, you ’ re getting a Dell! ” 3 rd (tie) New Products (Vanilla Coke); more selective sponsorships 3 rd (tie) New Products (new iMac, iPod); “ Think Different ” and “ Switch ” campaigns 2 nd Advertising: “ Do you hear me now? ” 1 st Question: „Which brand in your country has done something particularly innovative in branding this year?“

MOST ADMIRED BRANDS BY INDUSTRY 2. BENCHMARKING 8 Financial Services Delta (14.8%) Southwest (13.1%) Sony (48%) Citigroup (13.1%) Merill Lynch (6.6%) Airlines/Tourism Electronics USA Highlights: n = 183 Question: „Which brands in your country do you admire most in each of these industries?“

STRONGEST BRANDS IN THE USA 3. COUNTRY-SPECIFIC BRANDING 9 Coca Cola (21%) McDonalds (10%) Ford (7%) Disney (6.6%) Microsoft (4.2%) American Perspective Coca Cola (32.3%) McDonalds (15.0%) Microsoft (13.2%) Marlboro (7.5%) Nike (5.7%) German Perspective Coca Cola (25.5%) Microsoft (13.4%) GE (11.3%) McDonald (9.8%) IBM (7.7%) Korean Perspective Question: „ What do you think are the three best brands overall in the U.S.? “

STRONGEST BRANDS WORLDWIDE 3. COUNTRY-SPECIFIC BRANDING 10 Coca Cola (21.3%) McDonalds (9.9%) Ford (7%) Disney (6.6%) Microsoft (5.2%) American Perspective German Perspective Korean Perspective Coca Cola (33.3%) McDonalds (14.1%) Microsoft (12.1%) Marlboro (8.9%) Nike (5.1%) Mercedes (3.8%) Coca Cola (30.0%) Microsoft (12.8%) Sony (10.1%) McDonald (8.9%) Nike (5.0%) Mercedes (4.5%) IBM (4.2%) Question: „ Please name the best three global brands. “