1. Prudential Global Brand Awareness Based on data collected in Wave V of Prudential Financial’s Global Brand Image Study
Global Marketing Research
Lee Haydon
Jackie Chan
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This report should not be published or otherwise disseminated in its entirety outside of Prudential.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-A Ed. 10/2008 The Prudential Insurance Company of America, Newark NJ

2. 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, 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: 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.

3. 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.

4. 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

5. 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

6. 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

7. 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

8. 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