1. Corporate Messaging Architecture by Segment
For Posting on Brand Central
As of November 6, 2008

2. Align Our Corporate Messaging
EXPECTATION
Our corporate messaging hierarchy, used globally as a foundation for all internal and external communications, leverages our insurance heritage and investment expertise to position our Rock consistently in a modern and compelling way.
RATIONALE
Aligning our messaging, fosters consistency, eliminates ambiguity and confusion, and strengthens our Brand.
MESSAGING APPROACH
Explicitly position Prudential as a relevant, smart and strong company that is an admired multinational financial services leader, trusted partner and provider of innovative solutions for growing and protecting wealth.
Our powerful and admired Rock, and its meaning, is the basis of our communications platform. This core message must be supported by our behavior and appropriately adapted to each of our targets: customers/public, investors, employees/candidates, distributors, vendors and communities.
For Posting on Brand Central
As of November 6, 2008

3. Corporate Messaging Architecture
With a defined message architecture, our messaging will be consistent and aligned with the specific target audience.
I. Meaning of the Rock
Relevance, Expertise, Strength
II. Our Vision
Distinguish Prudential as an admired multinational financial services leader, trusted partner and provider of innovative solutions for growing and protecting wealth.
III. Messages to Tell
Employees/
Candidates
We are the Rock
We deliver on
our Vision
We are
dynamic and
successful
We offer a good
place to work
Distributors
We are a trusted
partner
We will help you
succeed
We have
compelling
products and
services
Communities
We give back to
the places
where we live
and work
around the
world
Investors
We have a superior
portfolio of
businesses
We provide a good
return on
investment
through solid
financial results
Customers/
Public
We have a
unique combination of
life insurance
and asset management expertise
We take care of our customers
Vendors
We are dynamic
and successful
We uphold ethical
and equitable
business
practices.
We have high
performance
standards.
partner.
succeed.
For Posting on Brand Central
As of November 6, 2008

4. Segmented Messaging: Customers and General Public
Prudential, the Rock, is a relevant, smart and strong company. “I am confident the company can help me achieve my financial goals, like a secure retirement or protection for my family.” For institutions, “We know the company has robust insurance and investment capabilities and can deliver performance. We can rely on Prudential to help our organization achieve our financial goals.”
Target
General public, Retail customers, Institutional clients, Pension consultants, Business partners.
Messages to tell
We are the Rock (relevance, expertise, strength).
We deliver on our Vision.
We have a unique combination of life insurance and asset management expertise.
We take care of our customers.
Support to provide for our messages
Our Values
Relevant products and services for protection and retirement needs
Details about our 131 year history
Prudential’s financial and performance metrics
Prudential’s insurance, investment and risk management expertise
Information Sources
Approved company descriptions
Annual Report
Online Brand Central
Press releases
For Posting on Brand Central
As of November 6, 2008

5. Segmented Messaging: Investors
Prudential, the Rock, is a relevant, smart and strong company. “The firm is a multinational financial
services leader that has a superior portfolio of growth and protection businesses. I am confident the firm
will provide a good return on investment.”
Target
Investors, Shareholders, Analysts, Rating Agencies.
Messages to tell
We are the Rock (relevance, expertise, strength).
We deliver on our Vision.
We have a superior portfolio of businesses.
We provide a good return on investment through solid financial results.
Support to provide for our messages
Our Values
Prudential’s financial and performance metrics (ROE, EPS Growth, balance sheet)
Prudential’s insurance, investment and risk management expertise
Leadership expertise and track record
Prudential’s expanding international presence
Information Sources
Investor Relations
Investor Day presentations and web casts
Annual Report, 10K, QFS and other public financial documents
For Posting on Brand Central
As of November 6, 2008

6. Segmented Messaging: Employees and Candidates
Prudential, the Rock, is a relevant, smart and strong company. “The firm offers global investment and insurance-related opportunities and has progressive policies and practices. The company provides a dynamic and rewarding environment that enables me to achieve my professional goals. I am proud to work for Prudential.”
Target
All current and new employees, prospective candidates.
Messages to tell
We are the Rock (relevance, expertise, strength).
We deliver on our Vision.
We are a dynamic, successful company.
We offer a good place to work.
Support to provide for our messages
Our Values
Our supportive benefits, policies and practices
Our global career opportunities
Our prestigious awards and accolades
Our financial strength and performance
Information Sources
HR policies database (Intranet)
Local HRC contacts, Staffing Organization
Current Prudential employees
Approved Company Descriptions
Annual Report
jobs.prudential.com
For Posting on Brand Central
As of November 6, 2008

7. Segmented Messaging: Distributors
Prudential, the Rock, is a relevant, smart and strong company. “The company offers quality products and services that are compelling and a good value for my clients. Prudential is responsive to my needs and helps me build my business successfully.”
Target
Internal or external individuals who distribute or sell our products and services; PREA franchisees and sales people.
Messages to tell
We are the Rock (relevant, expertise, strength).
We deliver on our Vision.
We are a trusted partner.
We will help you succeed.
We have compelling products and services.
Support to provide for our messages
Our Values
Relevant solutions for protection and retirement needs
Sales and product training
Sales support with a competitive compensation package
Reliable after sales servicing for customers
Prudential’s financial and performance metrics
Industry leadership and knowledge
Information Sources
Approved Company Descriptions
Customer service standards (detail needed)
Other company distributors
Annual Report
Industry Research
For Posting on Brand Central
As of November 6, 2008

8. Segmented Messaging: Vendors
Prudential, the Rock, is a relevant, smart and strong company. “This dynamic and successful company upholds ethical and equitable business practices that give me the opportunity to compete for their business. I realize my firm and I will be held to high standards of performance in serving Prudential. In return, I am confident the company will partner with me, which will ultimately drive my success.”
Target
External vendors, suppliers and contractors.
Messages to tell
We are the Rock (relevance, expertise, strength).
We deliver on our Vision.
We are a dynamic, successful company.
We uphold ethical and equitable business practices.
We have high performance standards.
We are a trusted partner.
We will help you succeed.
Support to provide for our messages
Our Values.
Prudential’s financial and performance metrics.
Our operating policies, standards and practices.
Our vendor selection and governance protocols.
Our vendor diversity initiative.
Information Sources
Annual Report
Approved Company Descriptions
Relationship Managers
Vendor Relations page on prudential.com
Contractual Agreements
For Posting on Brand Central
As of November 6, 2008

9. Segmented Messaging: Communities
Prudential, the Rock, is a relevant, smart and strong company. “I feel good about Prudential because the firm gives back and invests in communities worldwide and focuses on being a good corporate citizen.”
Target
Communities where we work and live.
Messages to tell
We are the Rock (relevance, expertise, strength).
We deliver on our Vision.
We give back to the places where we live and work around the world.
We are a trusted partner.
Support to provide for our messages
Our Values
Statistics on financial investment and hours of employee involvement
Executive commitment and involvement
Specific results achieved in communities
Information Sources
Approved Company Descriptions
Community Resources Annual Report
Community Resources Intranet
Company practices, such as Global Volunteer Day, matching gifts, and personal volunteer day
For Posting on Brand Central
As of November 6, 2008