CLOSE YOUR EYES!

WHAT IS

‘BRAND’?

DO NOT

THINK OF…

Valuable brands haveSTRONG RELATIONSHIPS

with consumersand are

MEANINGFULLY DIFFERENT

It is better

than othersIt is

satisfactory

It caters for me

I know about it

BONDING

ADVANTAGE

PERFORMANCE

RELEVANCE

PRESENCE

Top 100 brands All brandsCoca-Cola

THE BRAND RELATIONSHIP

32

25

5

40

57

49

40

12

58

73

76

30

83

97

71

BONDING ONLY

30%ADVANTAGE ONLY

41%

Coca-Cola

76

30

83

97

71

It is better

than othersIt is

satisfactory

It caters for me

I know about it

BONDING

ADVANTAGE

PERFORMANCE

RELEVANCE

PRESENCE

30BONDING ONLY

ADVANTAGE ONLY

PERFORMANCERELEVANCEPRESENCE

NO PRESENCE

COCA-COLA

41

26

3

52

36

111

CUSTOMERS % VALUE %

BONDING/ ADVANTAGEThese people account for the vast majority of sales because they are

more loyal to the brand.

BRANDCONTRIBUTION PERCENTAGE

Coca-Cola

76

30

83

97

71

It is better

than othersIt is

satisfactory

It caters for me

I know about it

BONDING

ADVANTAGE

PERFORMANCE

RELEVANCE

PRESENCE

BRAND VALUATION

X =

Financial Value Brand Contribution Brand Value

BRAND CONTRIBUTION EFFECT

X=

X

=

Interbrandvalue

$28bn

BRAND CONTRIBUTION AVERAGE

Values very similar

BRANDZ™value

$23bn

Interbrandvalue

$28bn

BRAND CONTRIBUTION LOWER

Interbrand fails to take account of

lower Brand Contribution

BRANDZ™value

$13bn

Interbrandvalue

$34bn

BRAND CONTRIBUTION HIGH

Interbrand fails to take account of

high Brand Contribution

BRANDZ™value

$183bn

BRAND VALUE

2006 2012

Interbrand

BRANDZ™ $183BN

$34BN

$9bn

$16bn

BRAND CONTRIBUTION

3

BRAND CONTRIBUTION

4

$33bn

YES, TOP % RISER AGAIN…

$183bn

YES, NO.1 AGAIN…

56

YES, FEWER USA/EUROPE BRANDS AGAIN…

+74%

+19%

(74 last year and 88 in 2006)

A VERY TOUGH YEAR:

2006 2012

$2.4tr

Half the brands LOST value (mainly financials not brand contribution)Value of Top 100 only +0.3% ($2.4trillion)

$1.4tr

TOP RISERS

Facebook

Hermès

MasterCard

Ralph Lauren

Starbucks

Clinique

Rolex

Visa

HUGO BOSS

The Home Depot

74%

61%

53%

51%

43%

43%

36%

34%

33%

31%

Column1

STRONG BRANDS PERFORM

APR 06 MAY 12

37.5%

0.4%

STRONG BRANDS

S&P 500

CATEGORY PICTURE – SHORT TERM (vs ‘11)

LuxuryFast Food

ApparelOil & Gas

TechnologySoft Drinks

Financial Institutions(ALL)Beer

Personal CareRetailCars

Telecom ProvidersInsurance

15%15%

13%8%

2%1%0%0%

-1%-5%-5%

-7%-7%

-16%

Column1

CATEGORY PICTURE – LONG TERM (vs ‘06)

Fast Food

Technology

Telecom Providers

Soft Drinks

Beer

ALL

Financial Institutions

Apparel

Retail

Luxury

Personal Care

Cars

193%

166%

84%

76%

68%

66%

61%

53%

48%

47%

39%

-24%

Column1

STRONG BRANDS GROW STRONGER

2006 2012

$46bn

$892bn

$83bn

$409bn

Top 10

Bottom 10

BUZZ MEANS MONEY

2006 2012

$511bn

$112bn

Value

Earned Buzz

It is better

than othersIt is

satisfactory

It caters for me

I know about it

BONDING

ADVANTAGE

PERFORMANCE

RELEVANCE

PRESENCE

Top 100 brands All brandsFast Growing

MORE ENGAGEMENT IN FAST GROWING MARKETS

32

25

5

40

57

49

40

12

58

73

63

22

77

91

59

12FINANCIAL

COMMUNICATIONS

OTHER

INFRASTRUCTURE IN GROWTH MARKETS

12

33

43

44

29

13

1

DEVELOPED % FAST GROWING %

TECHNOLOGY

TOP 10 GROWTH BY REGION

North America

Continental Europe

UK

Asia

LatAm

7%

-4%

-10%

-7%

-28%

Column1Momentum

Average

High

Low

Average

High

NORTH AMERICA

Apple

IBM

Google

McDonald's

Microsoft

Coca-Cola

Marlboro

AT&T

Verizon

GE

19%

15%

-3%

17%

-2%

1%

9%

-1%

15%

-9%

Column1

Average

Average

Average

High

High

Momentum

Average

Average

High

Average

Average

CONTINENTAL EUROPE

Deutsche Telecom

Louis Vuitton

SAP

BMW

Hermes

Movistar

Mercedes-Benz

Orange

L'Oreal

H&M

-10%

7%

-1%

10%

61%

-37%

5%

-13%

-12%

4%

Column1

Average

Average

Average

Average

Low

Momentum

High

Average

High

Average

High

UK

Vodafone

HSBC

Tesco

Shell

BP

Standard Chartered

O2

Barclays

Dove

M&S

-1%

-14%

-18%

17%

-17%

-16%

-27%

-32%

-18%

Column1

Average

Low

Low

Low

Average

Momentum

Low

High

Low

Low

Average

ASIA

China Mobile

ICBC

China Construction Bank

Baidu

Toyota

Tencent/QQ

Agricultural Bank of China

NTT DoCoMo

China Life

Samsung

-18%

-7%

-4%

8%

-10%

19%

6%

3%

-25%

16%

Column1

High

Average

High

High

High

Momentum

High

Average

Average

Average

High

LATAM

Petrobras

Telcel

Falabella

Corona

Skol

Sodimac

Natura

Brahma

-21%

-27%

-6%

3%

-28%

18%

Column1

Average

High

Average

Average

Average

Momentum

Average

High

Average