1. Subaru: most trusted brand 2016 award campaign
June 2016

2. How KBB.com selects the Most Trusted Brand
Thousands of in-market shoppers speak, and KBB.com listens
KBB.com analyzes a year’s worth of results from quarterly Brand Watch™ consumer survey
Survey asks in-market shoppers to rank models they’re familiar with across 12 shopping factors
Most Trusted Brand is awarded to OEMs who score highest for the factors of Durability/Reliability, Reputation, Ruggedness and Safety

3. 2016 Most Trusted Brand
Affordability
Technology
Driving Comfort
Driving Performance
Durability/Reliability
Exterior Styling
Fuel Efficiency
Interior Layout
Prestige/Sophistication
Reputation
Ruggedness
Safety
The Most Trusted Brand award goes to Subaru for the second year in a row
The award is based on ratings across all (non-truck) non- luxury models and the weight of the importance of four factors: Durability/Reliability, Reputation, Ruggedness and Safety
The top models that supported Subaru’s win were Outback, Forester and Legacy, though all of Subaru’s models scored above average for this award

4. HOMEPAGE SPONSORSHIP
Quickly generate awareness of Subaru’s award and what it means
High-visibility takeover consisting of pushdown, MREC and wallpaper
Focus shoppers’ attention on what makes Subaru trustworthy early
For each Most Trusted Brand factor, allow shoppers to learn more at Subaru.com
Mocks are concept only. Actual design and layout of product is subject to change upon production.

5. “Safety” Explained Example
HOMEPAGE SPONSORSHIP
Quickly generate awareness of Subaru’s award and what it means
Pushdown Expanded
“Safety” Explained Example
Pencil Collapsed
Mocks are concept only. Actual design and layout of product is subject to change upon production.

6. NATIVE HOMEPAGE PACKAGE
Boost awareness of Subaru’s win in impactful and integrated placements
High-profile integrations within two of KBB.com’s most visited pages
HOMEPAGE ROTATING CONTENT MODULE (RCM) – Promotion in the third story slot normally reserved for editorial
OWNERS HOMEPAGE TAKEOVER – KBB.com- designed native Billboard, Wallpaper and MREC
Mocks are concept only. Actual design and layout of product is subject to change upon production.

7. NATIVE HOMEPAGE PACKAGE: HOMEPAGE RCM
Use an influential editorial driver to announce Subaru’s victory
Click sends shoppers to Subaru Make Page
Mocks are concept only. Actual design and layout of product is subject to change upon production.

8. NATIVE HOMEPAGE PACKAGE: OWNERS HP TAKEOVER
Make Subaru top-of-mind to Owners who will potentially shop for new cars
Initial Billboard
“Safety” Click
“Durability/Reliability” Click
Homepage Rotating Content Module
Mocks are concept only. Actual design and layout of product is subject to change upon production.

9. TOOLBAR & FEATURED CONTENT TAB
Amplify the awards experience anywhere on the site
Toolbar
Featured Content Tab
Rich Media Overlay
Mocks are concept only. Actual design and layout of product is subject to change upon production.
*Loyalty measured as the % of brand owners who are also shopping for a New Car within the same brand

10. appendix
Additional Brand Watch™ info

11. What can Brand Watch™ Do?
Identify key factors driving vehicle purchase decisions and measure OEM brand equity within and across segments
I love BRAND B’s SUV designs, but they’re not really made to fit a lot of people, and I need to fit all my friends in my SUV.
Objectives/Measures:
What is important to consumers when shopping for a new vehicle
How brands and models perform on important factors within a segment and across segments
How demographic groups differ
I need a rough and rugged SUV; I own a BRAND A sedan right now and I love it, but I don’t think their SUVs are very rugged.
I heard that BRAND C’s SUVs are the most family-friendly because they have a lot of room, but I’m not convinced that they are the safest.
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12. 2016 Best Overall Brand
Affordability
Technology
Driving Comfort
Driving Performance
Durability/Reliability
Exterior Styling
Fuel Efficiency
Interior Layout
Prestige/Sophistication
Reputation
Ruggedness
Safety
Subaru wins Best Overall Non-Luxury Brand for the first time ever
They achieved the highest average score across all ratings of non-luxury (non-truck) models and twelve factors of importance
Strong performances from the Outback and Forester took Subaru over the top and contributed to the brand’s win in 2016

13. 2016 Best Performance Brand
Affordability
Technology
Driving Comfort
Driving Performance
Durability/Reliability
Exterior Styling
Fuel Efficiency
Interior Layout
Prestige/Sophistication
Reputation
Ruggedness
Safety
The Best Performance Brand award is based on ratings across all (non-truck) non-luxury models and the weight of the importance of only one factor: Driving Performance
Subaru takes home the award in this category for two years in a row. High ratings for the WRX, Outback and Forester contributed to the brand’s win