The document discusses BrandZ, a study of brands conducted by Millward Brown that evaluates brand strength. It covers over 50,000 global and local brands across 250 categories. BrandZ maps a brand's position based on its presence and equity compared to benchmarks, identifies strengths and weaknesses, and predicts changes in market share. It helps understand relationships consumers have with a brand to diagnose marketing strategies.

1. for Hill & Knowlton

3. USA IT Hardware & Peripherals 2008 18 September 2008 Apple

4. Sample: Date of fieldwork: 400, Currently Own Technology Products For The Home, Or Likely To Own In Next Year, 18-65 Years July 2008

6. First step in understanding your brand The BR A ND Z ™ map – your brand’s position in the category

7. The BR A ND Z ™ Map -8 0 +14 -50 -40 -30 -20 -10 0 10 20 30 40 +50 Presence Voltage ™ Strong Equity (large strong brands) Growing Equity (small stronger &/or ‘ interesting ’ brands) Little Equity (small weak or new brands) Declining Equity (large weaker brands)

8. -8 0 14 -50 -40 -30 -20 -10 0 10 20 30 40 50 Presence Voltage ™ Olympic Clean Slate Fading Star Defender Classic Little Tiger Specialist Weak Little known to most consumers. The brands relevance and advantages not at all established. In some cases a corporate brand not well known to consumers/ not previously marketed to consumers A brand perceived as having little to offer - but still well known enough for many to decide they don ’ t like it Previously known to and liked by all. Still relevant to a mass audience, but has lost appeal and has little product or image based advantage Well known, well loved with a large core following. Talked about in everyday life and part of the cultural fabric of the country. Requires constant reinvestment in its product and image and must be aware of the dangers that may result from being seen as a fashion statement Well known, well loved with a relatively large core following. Good but not great. Can retain its status by constant reinvestment in its product and image. Even with a large injection of marketing spend this may not become a talked about Olympic brand Relatively well known but definitely not a brand which is suitable for a mass audience. Likely to be too expensive for most. Small group of passionate users. Has difficulty widening its franchise without alienating its core users. And must beware of pricing too high and becoming irrelevant to current and potential users A good balance between product performance and price - but no real product based or emotionally rooted advantaged Relatively unknown but with a strong following amongst a core group. Can become an Olympic brand if it can increase familiarity and relevance amongst a wider group without alienating its core. But could also continue to develop amongst a loyal group and become a strong aspirational brand

9. Intuitive life-cycle? -8 0 14 -50 -40 -30 -20 -10 0 10 20 30 40 50 Presence Voltage ™ Olympic Clean Slate Fading Star Defender Classic Little Tiger Specialist Weak

12. Where do ‘Olympic’ brands go? 53% 6% 3% 38% Source: Brandz 1998 -2001 -8 0 14 -50 -40 -30 -20 -10 0 10 20 30 40 50 Presence Voltage ™ Olympic Clean Slate Fading Star Defender Classic Little Tiger Specialist Weak

13. Where do ‘Classics’ go? Source: Brandz 1998 -2000 34% 17% 5% 39% 3% 2% -8 0 14 -50 -40 -30 -20 -10 0 10 20 30 40 50 Presence Voltage ™ Olympic Clean Slate Fading Star Defender Classic Little Tiger Specialist Weak

14. Where do ‘Little Tigers’ go? 41% 33% 7% 4% 3% 10% 3% Source: Brandz 1998 -2001 -8 0 14 -50 -40 -30 -20 -10 0 10 20 30 40 50 Presence Voltage ™ Olympic Clean Slate Fading Star Defender Classic Little Tiger Specialist Weak

15. Where do ‘Specialists’ go? Source: Brandz 1998 -2000 3% 10% 51% 21% 8% 7% 1% -8 0 14 -50 -40 -30 -20 -10 0 10 20 30 40 50 Presence Voltage ™ Olympic Clean Slate Fading Star Defender Classic Little Tiger Specialist Weak

16. Where do ‘Defenders’ go? Source: Brandz 1998 -2001 1% 8% 14% 15% 5% 5% 6% 44% -8 0 14 -50 -40 -30 -20 -10 0 10 20 30 40 50 Presence Voltage ™ Olympic Clean Slate Fading Star Defender Classic Little Tiger Specialist Weak

17. Where do ‘Fading Stars’ go? 58% 31% 9% 1% <1% Source: Brandz 1998 -2001 -8 0 14 -50 -40 -30 -20 -10 0 10 20 30 40 50 Presence Voltage ™ Olympic Clean Slate Fading Star Defender Classic Little Tiger Specialist Weak

18. Where do ‘Weaks’ go? Source: Brandz 1998 -2001 47% 13% 27% 5% 2% 5% -8 0 14 -50 -40 -30 -20 -10 0 10 20 30 40 50 Presence Voltage ™ Olympic Clean Slate Fading Star Defender Classic Little Tiger Specialist Weak

19. Where do ‘Clean Slates’ go? 76% 8% 2% 9% 5% Source: Brandz 1998 -2001 -8 0 14 -50 -40 -30 -20 -10 0 10 20 30 40 50 Presence Voltage ™ Olympic Clean Slate Fading Star Defender Classic Little Tiger Specialist Weak

20. The BR A ND Z ™ Map – Some PR Action Examples -8 0 14 -50 -40 -30 -20 -10 0 10 20 30 40 50 Presence Voltage ™ Strong Equity Growing Equity Little Equity Declining Equity Actions: Stay small and special Grow bigger without losing strength PR Action: Build advocates, ambassadors Guerrilla marketing Actions: Get known PR Action: Shout above your weight, stunts, celebs, controversy etc Actions: Re-focus Redefine Reposition PR Action: Relaunch Recruitment New endorsers Actions: Refresh Re-invent Reinforce PR Action: Sponsorship New alliances Loyalty programmes

21. … .so where is your brand?

22. BR A ND Z ™ Map

23. … .and what about your competitors?

24. BR A ND Z ™ Map

25. BR A ND Z ™ Map

26. Targeting - who are you strong or weak amongst?

27. BR A ND Z ™ Map

28. Second step in understanding your brand The BR A ND Z ™ pyramid – quantify the relationship your consumers have with your brand and then compare to other brands in the category

29. The BR A ND Z ™ pyramid describes a consumers journey to loyalty Do I know about it? Does it cater for me? Is it satisfactory? What is it admired for? Can anything else beat it? Presence Relevance Performance Advantage Bonding

30. The BR A ND Z ™ pyramid describes a consumers journey to loyalty Presence Is the brand top of mind? Do you have an opinion about it? Have you experienced it?

31. The BR A ND Z ™ pyramid describes a consumers journey to loyalty Presence Relevance Does it suit my needs? Is it in the right price bracket? Would I want to be seen using it?

32. The BR A ND Z ™ pyramid describes a consumers journey to loyalty Presence Relevance Performance Can it deliver?

33. The BR A ND Z ™ pyramid describes a consumers journey to loyalty Presence Relevance Performance Advantage Is it more popular? Do you think it works better than its competitors? Is it at a better price? Does it appeal to you more than others?

34. The BR A ND Z ™ pyramid describes a consumers journey to loyalty Presence Relevance Performance Advantage Bonding How many other brands do you feel the same about? Is it best on what matters in this category?

35. The Competitive Set - Pyramids

36. The BR A ND Z ™ pyramid describes a consumers journey to loyalty - The PR Connections Loyalty programmes/ clubs, customer awards, ‘ best of breed ’ activities, rewards Case study/ testimonials, 3 rd party advocate programmes, partnership marketing Product reviews, education/ training, trade marketing, validation (experts), sampling/ trial Endorsements, lifestyle/ sports marketing, hobbyist programmes, niche-targeted activity Product launches, sponsorships, trade shows, exhibitions, alternative/ lateral distribution, co-operative activity Presence Relevance Performance Advantage Bonding

37. Third step in understanding your brand The BR A ND Z ™ signature – your brand’s strengths and weaknesses compared to other brands in the category

38. The BR A ND Z ™ Signature actually identifies a brand ’ s strengths and weaknesses relative to the other brands in the category It shows how well you are doing, relative to the category as a whole, in moving people up each level of the pyramid and connecting with them

39. BR A ND Z ™ Pyramid and Signature (vs. Competitors)

40. The Competitive Set – Brand Signatures

41. Diagnosis - why am I strong or weak at particular levels and how can I strengthen?

42. What does the BR A ND Z ™ signature mean for my brand? Weak at presence No one knows about the brand. Establish presence and brand promise Strong at presence Already a very well known brand compared with competitors. Need to ensure that what consumers know about our promise is relevant and motivating

43. Diagnosis of Presence

44. What does the BR A ND Z ™ signature mean for my brand? Weak at relevance This brand isn ’ t relevant to many consumers – either because of appeal or price Strong at relevance Relevant to the majority this brand has no problems with emotional appeal or pricing. Generally a mass market brand

45. Diagnosis of Relevance (amongst those for whom the brand fails to be relevant)

46. What does the BR A ND Z ™ signature mean for my brand? Weak at performance The brand isn ’ t performing well. The performance area needs to be fixed and communicated Strong at performance If a brand performs well use the opportunity to grow market share through trial building campaigns and communicate this strength to consumers

47. Diagnosis of Performance (amongst those for whom the brand fails to perform)

48. What does the BR A ND Z ™ signature mean for my brand? Strong at advantage/ bonding Strong at the important top layers of the pyramid - the objective is to maintain this by targeting those loyal to the brand. Remember what made the brand successful. Weak at advantage/ bonding New news about the brand is likely to be needed to prompt re-appraisal. Don ’ t fight any heritage that may exist for the brand - exploit with new spin on existing attributes

49. Diagnosis of Advantage (Which factors contribute to Advantage? Rank importance of factor shown in brackets next to each statement)

50. Summary of what drives Bonding Affinity I like the brand Appeals more Higher opinion Meets needs Want to be seen using Would recommend Easy to use Challenge Growing popular Setting trends Difference Different Fame Top of mind awareness Most popular Price Better price

51. Summary of what drives Bonding

52. Fourth step – assessing the vitality and future market share potential of the brand Brand voltage

54. A proven link between Voltage and Changes in Market Share Probability of Share Increasing next year Probability of Share Decreasing next year 52% 16% 14% 23% 10% 61% Less than - 2.5 - 2.5 to +2.5 More than +2.5 Voltage

55. Brand Voltages

56. Fifth step – what are the dominant personality traits of the brand Brand character

57. How the key 10 characters are captured Seductress Sexy Desirable Hero Adventurous Brave Friend Friendly Straightforward Joker Fun Playful Dreamer Idealistic Different Creative Wise Wise Trustworthy King In control Assertive Mother Generous Caring Negative words used to determine if the character is manifested positively or negatively Hasty Arrogant Dishonest Uncaring Maiden Innocent Kind Rebel Rebellious

58. The key 10 characters and their negative counterparts WELL-BEING SUCCESS Apple THE KING THE TYRANT THE FRIEND THE TRAITOR THE STEP-MOTHER THE MOTHER THE WISE THE CHARLATAN THE HERO THE VILLAIN SAFETY CHANGE THE REBEL THE ANARCHIST THE DREAMER THE FANTASIST THE MAIDEN THE WITCH THE VAMPIRE THE SEDUCTRESS THE JOKER THE FOOL

59. CHAR A CTER Z Qualitative Framework for Joker The Joker represents: happiness, fun, humour, impulse and positivity Fool The Fool represents: immaturity, foolhardiness and lacking in judgement Dreamer The Dreamer represents: charm, surprise, imagination and openness Fantasist The Fantasist represents: unrealistic, irrational, spontaneity and unconsidered Seductress The Seductress represents: desire, attraction, mystery and pleasure Vampire The Vampire represents: manipulation, darkness, danger and falseness Maiden The Maiden represents: kindness, humility, innocence and understanding Witch The Witch represents: darkness, trickery, vengeance, fear and manipulation King The King represents: power, leadership, strength and justice Tyrant The Tyrant represents: selfishness, obsession, injustice, greed and arrogance

60. CHAR A CTER Z Qualitative Framework for Mother Stepmother The Mother represents: care, protection, support, abundance and love The Step-Mother represents: negligence, hate, emptiness and disinterest Friend Traitor The Friend represents: stability, closeness, reliability and honesty The Traitor represents: deception, selfishness, falseness, abandonment and calculation Villain Hero The Hero represents: admiration, hope, credibility, popularity and success The Villain represents: envy, narcissism, superficiality and self-centredness Charlatan Wise The Wise represents: humility, credibility, admiration and benefit The Charlatan represents: evasiveness, immorality, madness, fraud and complexity Anarchist Rebel The Rebel represents: innovation, difference, revolution and conviction The Anarchist represents: delinquency, marginality and weakness

61. The brand’s dominant character

62. How is the brand characterised?

63. What is positive about the brand?

64. What is negative about the brand?

67. Thank-you