1. What Hockey Means To Canadians December 10, 2012 1

2. © LEVEL5 STRATEGY GROUP™ 2012 CONFIDENTIAL - DO NOT COPY 2 Orange: The Inspiring Zone Is based on feeling inspired and optimistic Blue: The Nurturing Zone Is linked to feelings of human warmth such as love, caring, and compassion Grey: The Familiar Zone Is home to feelings of satisfaction and gratitude Red: The Fun Zone Is associated with emotions such as enjoyment, amusement, and desire Yellow: The Interesting Zone Is built on the core emotion of Interest as well as feelings of amazement and surprise, and being alive and energized Purple: The Friendly Zone Is associated with emotions related to liking Green: The Trustworthy Zone Is grounded in emotions such as trust, loyalty, and respect Brown: The Knowledgeable Zone Includes core emotions of acceptance and fellowship, as well as feeling informed and self- confident Impulse to act Understanding the Maps: Simplifying complexity through the BrandMap™ emotional zones

3. © LEVEL5 STRATEGY GROUP™ 2012 CONFIDENTIAL - DO NOT COPY Example of a Very Strong Map: Feelings Towards Tim Hortons The intense ‘heat’ around the centre / core, with ‘heat’ extending outward, and no negative associations (outer ring) indicates a very strong brand 3

4. © LEVEL5 STRATEGY GROUP™ 2012 CONFIDENTIAL - DO NOT COPY 4 Example of a very poor map: The general population’s (North American) perceptions of British Petroleum immediately after the oil spill No ‘heat’ in the centre / core, along with major negative associations (outer ring) indicates a brand in danger General population North American Sample

5. © LEVEL5 STRATEGY GROUP™ 2012 CONFIDENTIAL - DO NOT COPY 5 One-third of Canadians claim themselves as “passionate” – even these people have a Love / Hate Relationship with Hockey Very Passionate Dissatisfied Disappointed Frustrated Irritated Disbelief Cheated Confused Unhappy

6. © LEVEL5 STRATEGY GROUP™ 2012 CONFIDENTIAL - DO NOT COPY 6 For another one-third, Canadians do not have an emotional connection with hockey, or care much about the sport Neutral Dissatisfied Disappointed Frustrated Irritated Disbelief Cheated Confused Unhappy Uncomfortable Bored Disliking

7. © LEVEL5 STRATEGY GROUP™ 2012 CONFIDENTIAL - DO NOT COPY 7 For the balance of Canadians, there are many deep- seeded negatives for hockey to overcome Non-Passionate Dissatisfied Disappointed Frustrated Irritated Disbelief Cheated Confused Unhappy Disliking Uncomfortable Bored Disgusted

8. © LEVEL5 STRATEGY GROUP™ 2012 CONFIDENTIAL - DO NOT COPY 8 Compared to Tim Hortons, hockey does not evoke nearly the same passion and emotion VS Very Passionate Neutral Non-Passionate

9. © LEVEL5 STRATEGY GROUP™ 2012 CONFIDENTIAL - DO NOT COPY 9 For non-passionate Canadians, their sentiment on hockey is worse than post the BP oil spill VS Very Passionate Neutral Non-Passionate

10. This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from LEVEL5 Strategy Group ™. © LEVEL5 Strategy Group ™ 2012 10