Welcome!

Let’s start with a short description of the most

rigorous brand valuation method in the World

Financial Value

X =

Brand Contribution

Brand Value

Financial Value

X =

Brand Contribution

Brand Value

The secret ingredient

CLOSE YOUR EYES!

WHAT IS

‘BRAND’?

DO NOT

THINK OF…

Valuable brands haveSTRONG RELATIONSHIPS

with consumersand are

MEANINGFULLY DIFFERENT

The Brand Relationship is like dating…

Relationships start with awareness

At first you are cautious

The first date goes well

A strong liking is developing

Now a very strong relationship

Presence

Relevance

Performance

Advantage

Bonding

Advantage

Performance

Relevance

Presence

Bonding

55%

40%

33%

25%

5%

82%

67%

56%

45%

13%

Top 50 LatAm

All LatAm

(6.977 brands)

More valuable brands have

stronger relationships

82%

67%

56%

45%

13%

Top 50 LatAm

73%

60%

49%

41%

13%

Top 50 Global

LatAm compares favourably with Global

brands

Advantage

Performance

Relevance

Presence

Bonding

82%

67%

56%

45%

13%

Top 50 LatAm

73%

60%

49%

41%

13%

Top 50 Global

85%

71%

60%

54%

15%

Top 50 China

Advantage

Performance

Relevance

Presence

Bonding

87%

76%

60%

52%

14%

Top 10 LatAm

70%

58%

49%

39%

11%

Top 10 Colombia

Advantage

Performance

Relevance

Presence

Bonding

99%

80%

71%

70%

38%

Coca Cola Colombia

Bonding only 38%

Advantage only 32%Advantage

Performance

Relevance

Presence

Bonding

Advantage only

Performance/

No Presence

Coca Cola Colombia

Bonding only

1

29

32

38

010

23

66

Value %Customers %

Relevance/ Presence

Customers % Value %

99%

80%

71%

70%

38%

Coca Cola Colombia

Brand Contribution Percentage

These people account for the vast majority of sales

because they are more loyal to the brand.Advantage

Performance

Relevance

Presence

Bonding

X

=

X

=

The Brand Contribution effect…

Brand Contribution effect:

Example from Global Valuations

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

GLOBALBRAND VALUE

2006 2012

Interbrand

BRANDZ™ $183BN

$34BN

$9bn

$16bn

BRAND CONTRIBUTION

3

BRAND CONTRIBUTION

4

STRONG BRANDS

STRONG BRANDS PERFORM BrandZ Global Valuations

APR 06 MAY 12

37.5%

0.4%

S&P 500

What drives Brand Contribution?

Global LatAm Local

Top 50 Top 50 LatAm

Popularity 302 208117

Affinity 192 139 86

Difference 107 42 90

Price 35 20 210

Source: BrandZ (Index Average = 100)

Top Brands are more trusted, recommended and more desirable

Global LatAm China

Top 50 Top 50 Top 50

Trust 105104 110

Recommendation 104 102106

Desire 112112 110

Source: BrandZ (Index Average = 100)

Character of Top Brands

Global LatAm China Top 50 Top 50 Top 50

In Control 109 Friendly 106Wise 108Assertive 107 Kind 105 In Control 107Creative 105 Generous 104Friendly 105

Source: BrandZ (Index Average = 100)

Before we see some results…

Let’s have a short QUIZ(5 questions)

Stand up please!

If you get the answer wrong you will need to sit down again…

Q1. BRAND CONTRIBUTIONSome brands generate more than their fair share of financial value because the brand contributes so much.Which one of these has the greatest Brand Contribution (in Colombia)?

Club ColombiaDaviviendaEltiempo

Q2. BRAND TRUST & RECOMMENDATIONBrands that are BOTH trusted by all and recommended by their users have heritage and contemporary relevance. Which one of these has the greatest TrustR (in Colombia)?

GoogleNokiaToyota

Q3. BRAND DIFFERENCEBrands that are different can have an advantage over others. Which one of these is rated most different (in Colombia)?

BingTaringaWkipedia

Q4. BRAND DESIREBrands that create desire tend to justify their price premiums and can generate greater profits.Which one of these has the greatest Brand Desire(in Colombia)?

CarrefourÉxitoOlimpica

Q5. CHARACTER CLARITYBrands that have a distinct and defined character tend to be stronger.Which one of these has the clearest Character(in Colombia)?

AguilaBancolombiaComcel

Anyone still standing is a WINNER!

And brands that score well on these things will also be winners:

Clear Character/PersonalityRecommendation by usersAffinity/Desire/Popularity

TrustDifferent

And now, some facts about the most valuable

brands…

Combined value ($US) of Top 50 brands

Global China LatAm Brazil

311bn

1,845bn

136bn 60bn

Contribution of countries(% of $US brand value in Top 50)

Brazil33%

Mexico24%

Argentina3%

Chile20%

Colombia17%

Latin American3%

How LatAm compares (% value)

LatAm China Global

Financial 2543 13

Telecoms 1922 15

Retail 19 3 5

B2B 18 8 13

Consumer Goods 16 1020

Technology - 1127

Other 3 3 7

How countries differ (% value)

Brazil Mexico Chile Colombia ArgentinaFinancial 32 29 13

48 4Telecoms 4 18 -

29 23Retail 8 22 59

5 -B2B 21 4 12

18 66Consumer Goods 26 27 2

- 7Other 9 - 14

- -

Now it is time to reveal the most valuable brands