ADDED VALUE Brand Development and Marketing Insight

Who we are we don’t generate data, we build solutions Icon Brand Navigation a leader in brand research Added Value a leading figure in strategic consultancy on product innovation and marketing Diagnostic Research a leader in advertising research in the U.S.A. for almost 30 years which gave birth to a new international group positioning as a global partner in increasing brand value and planning a brand’s future 2005 A merger of three world-wide research institutes

Where are w e 26 sedi in tutto il mondo Mumbai Bangalore Irvine Los Angeles San Francisco New York Seattle London Paris Athens Barcelona Madrid N ü rnberg Milan Rome Warsaw Moscow Cape Town Johannesburg Hong Kong Beijing Shanghai Guangzhou Tokyo Melbourne Sydney

Our main clients

Our approach Concrete Solutions  from strategy to tactics we don’t work for the client, we work with the client We use research in the field to help our clients finding concrete solutions through deep knowledge of the sector of reference proactive interaction with the client throughout all the process

We’re going today through a second and even more important revolution : we developed tools that do not consider the brand as the focus of the research, but rather the consumer and how the consumer feels when experiencing the brand The foundation of our approach The fundamental question we answer today is: “ how does the consumer feel because of the brand?” Investment in the search for innovative and increasingly effective tools We started with telling companies “ who you are ” and “ how well-known you are ” We then developed the BRAND NAVIGATOR revolution , aimed at explaining how consumers perceive brands and telling companies “ what consumers feel about you ”

Brands are our passion Our strength

It isn’t so much what brands say, as what they make us feel Usually brand insights end here True consumer insights start here Our strength buy me I taste delicious show me your affection I live alone I love my cat I feel loved A new and unique research philosophy

Usually consumers desire and look for benefits, results, experiences rather than a brand itself and choose the brand that they think will better let them obtain those benefits, results, experiences Our strength we know how to uncover the feeling Deep understanding of consumers’ needs Our tools aim at discovering and understanding the feelings about the brand rather than getting opinions on the brand

Our approach is based on the neuroscience ’s recent discovery: as Prof. A. Damasio states, emotions are the foundation upon which decisions, thought processes and actions are based. Emotions underpin reason , making the rational and emotional inextricably linked . Our strength Catching the anticipated emotional payoff of a decision We explore why consumers choose one brand rather than another and reveal how this process can be affected When we have to take a decision, our brains scan all our beliefs and come out with a gut feeling (which we call somatic marker ) that helps us choose the brand that we believe will “make us feel the way we want to feel”. Our approach, thus, aims at determining the impact that a marketing stimulus has on these somatic markers. Prof. Antonio Damasio, University of Southern California

A unique combination of skills A team of passionate, entrepreneurial people that combines inspired analysis with rigorous creativity Our People Qualitative Insight Specialists - Brand Strategists & Marketers - Creative Thinkers Semioticians - Quantitative Specialists - Communication Experts Organisational Inspiration Specialists creative and passionate as well as skilled and expert

Confident Challenged Inspired Entertained Illuminated Added Value Italy CLICK TO START THE MOVIE Why people love working @ AV …

Added Value Italy Personal involvement of the Senior Management A team of passionate and skilled qual/quant researchers with high industry expertise Milan office NEW from Jan1st 2009, Office in Rome Senior Management directly involved in the research PM Research teams 4 FW (F2F, CATI, QL, WEB) + EDP + Secretary (Office & Project management) + finance

Some of our primary tools A complete and multitask set of tools A systemic approach to develop and manage the brand’s value Cultural Insight Brand Feel Brand Navigator Emotional Brand Connection BRAND IDEA IdeaWorks

we hope you’ll feel Confident Challenged Inspired Entertained Illuminated According to our philosophy it isn’t so much what we say , as what we make you feel working with us

Gadi Schonheit CEO and Managing Director A brand development and marketing insight company Added Value Srl T: +39 02 881281.1 Foro Buonaparte 70 F: +39 02 863006 20121 Milano M: +39 348 2225594 e-mail: g.schonheit@it.added-value.com Flavia Rubino Managing Director A brand development and marketing insight company Added Value Srl T: +39 06 518371 Via Pio Emanuelli, 1 F: +39 06 5191044 00143 Roma M: +39 347 8309746 e-mail: f.rubino@it.added-value.com