The document provides an overview of the CAR-T market landscape and results from a brand equity perception study. It discusses the emerging nomenclature and brand architecture among primary CAR-T companies. The study examined these companies across 6 categories - web presence, collateral material, differentiation, depth, analyst perception - and scored them from 0-100. The scores are weighted based on responses from 83 professionals to understand market positioning and external perceptions of CAR-T brands.

1. CAR-T:
Market Perspectives
July 15, 2016
Brand Acumen
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

2. CAR-T: Market Positioning
2
The purpose of this presentation is
to examine the CAR-T market
landscape with an eye on brand
positioning, market messaging and
current external perceptions.
The contents include a high level
overview of the nomenclature and
nascent brand architecture of the
primary companies, a review of the
evolving CAR-T lexicon, and the
results of a CAR-T specific Brand
Equity Perception Study conducted
in March, 2016 with 83
professionals.
Differentiation Dimensions
Overview:
The CAR-T
Nomenclature and
Nascent Brand
Architecture
Brand Acumen’s
CAR-T
Brand Equity
Perception Study
March, 2016
A Review of the
Evolving
CAR-T Lexicon
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

3. Celyad
Transposagen
Cellular Biomedicine
Carsgen
Unum
Caribou Biosciences
Xcyte
WuXi
Atara
CAR-T
émergent
nomenclature
corporatebrands
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

4. CAR-T
anewlexicon
chimeric antigen receptor therapy
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

5. CAR-T: Brand Equity Perception Study
In terms of Market Positioning,
we shaped our external
questionnaire to reflect each of
the company's 'overall clarity of
communication' and asked "What
were the key drivers that made
each respective company stand
out amongst their peers."
In this study we examined six (6) key
categories for assessment. They are
as follows:
Category Attributes Explained
For the Web Presence analysis,
we examined the inherent
associative brand (corporate)
characteristics as they related to
CAR-T. (This was particularly
important as Novartis is different
then the others as it is the only
'Big Pharma' player in the study).
Web
Presence
Market
Positioning
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

6. CAR-T: Brand Equity Perception Study
Collateral Material incorporates a
review of the analog (print, etc.) and
digital materials available from each of
the companies. We looked at the ease
of access to materials, educational
offerings, range and scope of the
materials and commitment to continue
to educate at various different
communication junctions (Patient,
HCP, etc.).
In terms of Differentiation, we focused
our assessment on many of the
traditional market differentiators and
the ability for each company to
leverage their core brand today and in
the future. Gauging these attributes
included asking: "How do you perceive
this company’s ability to deliver on the
promise put forth in their
communication?". "Will their therapy
work?". "Will they be first to market?”
"Who is best? Second Best? etc.
Category Attributes Explained
Differentiation
Collateral
Material
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

7. CAR-T: Brand Equity Perception Study
Category Attributes Explained
Depth. Here we examined each
company's respective pipelines and
how this resonates back to the
corporate brand identity. This was
more of a focus for Wall Street, VC's,
investors and peers. Questions
included: "Who has the deepest
minds?". "Who has the least likelihood
to suffer from brand technological
obsolescence?”
Analysts Perception asserts a battery
of questions for Wall Street Analysts,
VC's, biotech savvy investors and
hedge fund analysts who understand
and track/invest in the CAR-T space.
Depth
Analyst
Perception
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”v

8. SurveyDesign
8
To initiate the CAR-T Brand Equity
Study we surveyed five segments
of Key Innovation Leaders (KILs).
• Bio Industry Writers (8)
• Venture Capitalists (7)
• Oncologists (35)
• CAR-T Specific Researchers (21)
• Market Makers/Analysts (12)
CAR-TBrandEquityPerceptionStudy
Brand Acumen’s CAR-T Brand Equity survey methodology brings together market,
brand, competitive, and technological attribute perceptions.
A corporate brand’s performance can be assessed allowing for a roadmap for
improvement to be identified in micro-niche biotech ecosystems.
samplesize/
numberofrespondents
Each of the six attribute
categories are scored from
0-100 with 0 being the lowest
and 100 the highest score.
The scores are weighted
based on respondents
answers to quantitative and
qualitative criteria.
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

9. chimeric antigen receptor therapy
CAR-T:
The Main Players
A Review of Company Nomenclature and
Results of the Brand Acumen CAR-T Brand Equity Perception Study
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

10. CAR-T
nomenclature
@NascentCAR-TNomenclature
tisagenlecleucel-T
Alternative Names:
• Anti-CD19-CAR retroviral vector-transduced autologous T
cells - University of Pennsylvania
• Anti-CD19-CAR transduced T cells - Novartis/University of
Pennsylvania
• CART-019; CART-19; CART-19 cells
• Chimeric antigen receptor-modified T cells against CD19 -
University of Pennsylvania/Novartis
• CTL 019
• LG-740
Most Recent Events
26 Feb 2015
Phase-II clinical trials in
Diffuse large B cell lymphoma
in USA (IV) (Novartis, pipeline,
February 2015)
08 Dec 2014 Efficacy data from
a pediatric study in Acute
lymphoblastic leukemia
presented at the 56th Annual
Meeting and Exposition of the
American Society of
Hematology (ASH-Hem-2014)
15 Oct 2014 Interim efficacy
and adverse events data from
two phase I trials in Acute
lymphoblastic leukemia
(second-line therapy or
greater) released by University
of Pennsylvania
tisa – gen – lec – leu – cel - T
generic name
• MesoCART
• huCART19
non-proprietary name
CRISPR/Cas9
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

11. CAR-TBrandEquityPerceptionStudy
Each of the six attribute categories are scored from 0-100 with 0 being
the lowest and 100 the highest score.
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

12. CAR-TBrandEquityPerceptionStudy
Each of the six
attribute
categories are
scored from 0-100
with 0 being the
lowest and 100 the
highest score.
The scores are
weighted based on
respondents
answers to
quantitative and
qualitative criteria.
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

13. CAR-T
nomenclature
@NascentCAR-TNomenclature
Sleeping Beauty
RheoSwitch®
platformbrands
AttSite®
UltraVector®
LEAP®
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

14. CAR-TBrandEquityPerceptionStudy
Each of the six attribute categories are scored from 0-100 with 0 being
the lowest and 100 the highest score.
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

15. CAR-TBrandEquityPerceptionStudy
Each of the six
attribute
categories are
scored from 0-100
with 0 being the
lowest and 100 the
highest score.
The scores are
weighted based on
respondents
answers to
quantitative and
qualitative criteria.
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

16. CAR-T
nomenclature
@NascentCAR-TNomenclature
Lentiglobin®
Lenti-D®
Starbeam Study
North Star Study
branded clinical studies
brands
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

17. CAR-TBrandEquityPerceptionStudy
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

18. CAR-TBrandEquityPerceptionStudy
Each of the six
attribute
categories are
scored from 0-100
with 0 being the
lowest and 100 the
highest score.
The scores are
weighted based on
respondents
answers to
quantitative and
qualitative criteria.

19. CAR-T
nomenclature
@NascentCAR-TNomenclature
eACT™
T-Cell Factory B.V.
acquisition
collaboration
platformbrand
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

20. CAR-TBrandEquityPerceptionStudy
Each of the six attribute categories are scored from 0-100 with 0 being
the lowest and 100 the highest score.
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

21. CAR-TBrandEquityPerceptionStudy
Each of the six
attribute
categories are
scored from 0-100
with 0 being the
lowest and 100 the
highest score.
The scores are
weighted based on
respondents
answers to
quantitative and
qualitative criteria.
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

22. CAR-T
nomenclature
@NascentCAR-TNomenclature
CaspaCIDe™
CIDeCAR™
GoCAR-T™
DeCIDe™
brands
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

23. CAR-TBrandEquityPerceptionStudy
Each of the six attribute categories are scored from 0-100 with 0 being
the lowest and 100 the highest score.
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

24. CAR-TBrandEquityPerceptionStudy
Each of the six
attribute
categories are
scored from 0-100
with 0 being the
lowest and 100 the
highest score.
The scores are
weighted based on
respondents
answers to
quantitative and
qualitative criteria.

25. CAR-T
nomenclature
@NascentCAR-TNomenclature
Armored CAR technology
technology brand
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

26. CAR-TBrandEquityPerceptionStudy
Each of the six attribute categories are scored from 0-100 with 0 being
the lowest and 100 the highest score.
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

27. CAR-TBrandEquityPerceptionStudy
Each of the six
attribute
categories are
scored from 0-100
with 0 being the
lowest and 100 the
highest score.
The scores are
weighted based on
respondents
answers to
quantitative and
qualitative criteria.
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

28. CAR-T
nomenclature
@NascentCAR-TNomenclature
pipeline identifier brand
UCART
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

29. CAR-TBrandEquityPerceptionStudy
Each of the six attribute categories are scored from 0-100 with 0 being
the lowest and 100 the highest score.
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

30. CAR-TBrandEquityPerceptionStudy
Each of the six
attribute
categories are
scored from 0-100
with 0 being the
lowest and 100 the
highest score.
The scores are
weighted based on
respondents
answers to
quantitative and
qualitative criteria.
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”

31. evolutionary.
revolutionary.
disruptive.
31
Brand Acumen. “The Global Leader in Pharmaceutical Name Development and Submissions”