The document discusses the benefits of powerful corporate brands, such as attracting talent and driving consumer trust, and outlines Tenet's methodology for ranking the top 100 most powerful brands based on quantitative metrics. It highlights lessons learned from notable companies like Amazon, Google, and Wells Fargo, emphasizing strategies for achieving strategic alignment, creating brand clarity, and delivering consistent customer experiences. Additionally, it notes macro trends affecting branding, including digital convergence and innovation, which are reshaping the role of Chief Marketing Officers.

1. Lessons Learned
from Tenet’s 2015
Most Powerful
Brands
November 16, 2015

2. Today’s agenda
• The benefits of a powerful corporate brand
• How Tenet determined the Top 100 Most Powerful Brands
• Macro trends impacting the brand landscape
• Lessons from the 2015 Most Powerful Brands
• Summary and key take-aways
November 16, 2015Tenet Partners2

3. The benefits of a powerful corporate brand
Powerful brands:
• Help attract and retain talent
• Pave the way for favorable terms with
partners and suppliers
• Drive word of mouth for recommending
products and services
• Enable companies to command a premium
price for their offerings
• Provide valuable insulation in times of crisis
• Encourage media to seek management’s
point of view
• Have an impact on financial performance
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4. How Tenet Partners determines
the Top 100 Most Powerful Brands
Business decision-makers
Executives at companies
with sales revenue of $50
million to several billion
• 80% involved in B2B
purchase decisions
• 90% determine purchase
needs
• 72% select specific
companies to
work with
• 68% authorize purchases
When viewed as consumers
Affluent and well-educated
• 87% college degrees
• 83% HH size 2 or more
• 74% above $75K HHI
• 72% ages 35+
• Investment savvy
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The CoreBrand Index Opinion Elite survey audience

5. How Tenet Partners determines
the Top 100 Most Powerful Brands
• A unique database of 1000+ companies across 50 industries
• 25 years of corporate brand tracking
– 10,000 telephone surveys a year
• BrandPower is an easy to understand and consistently measured metric that links to financial
performance of a company. BrandPower is comprised of two key measures:
– Familiarity: rated on a 5-point scale (very well known, familiar, somewhat familiar, know name
only, unfamiliar)
– Favorability: attributes rated on a 4-point scale (excellent, good, fair, poor)
• Overall Reputation
• Perceptions of Management
• Investment Potential
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A rigorous, quantitative approach to understanding brand equity

6. Intangible assets, including brand, are increasingly contributing to corporate value
Why Brand is important
17%
32%
68%
80% 80%
84%
83% 68% 32% 20% 20% 16%
1975 1985 1995 2005 2010 2015
Physical and financial assets
Other factors
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Components of the S&P 500 as a percentage of market value
Source: EY Integrated Reporting/Ocean Tomo’s Annual Study of Intangible Asset Market Value — 2015

7. Margins of Most Respected companies nearly 2X vs. Least Respected
Most respected companies financially
outperform lesser peers
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28.2%
16.9%
11.7%
5.4%
0.0
5.0
10.0
15.0
20.0
25.0
30.0
Operating Margin % Net Profit Margin %
%MarginRates
Average Margin Rates Most / Least Respected
Most Respected Average Least Respected Average

8. Top 10 BrandPower risers have increased communications
more aggressively
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Represents the average paid
media spend for the Top 10 risers
and 10 biggest decliners on an
annual basis.

9. Macro trends impacting the brand landscape
The CMO role is being reshaped and
amplified to address a number of macro
trends:
• Blurring industry lines
• Digital convergence
• New innovations
• Fast moving disruptors
A new set of skills is required to stay relevant
and ahead of the game.
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10. Tenet Partners 2015 Top 100 Most Powerful Brands
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11. Lessons from 2015’s Most Powerful Brands
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12. November 16, 2015Tenet Partners12
Achieve strategic alignment
Lessons learned from Amazon

13. November 16, 2015Tenet Partners13
Create brand clarity
Lessons learned from Google

14. November 16, 2015Tenet Partners14
Delivering consistent experiences that drive business results
Lessons learned from Wells Fargo

15. 3 Effective strategies for driving growth and brand value:
Summary and key take-aways
Achieve strategic
alignment across the
enterprise for full
impact
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Create brand clarity to
drive focus and on-point
business decisions
Design customer
experiences that drive loyalty
and consistent results
Brand
Value

16. Thank you
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