An Overview of Experience and Capabilities

September 2013

BrandPanorama Research & Consulting LLC

• BrandPanorama is a custom market research and consumer insights firm offering research services and research-based consulting. We help clients develop branding, communications and marketing strategies that will build brand equity, grow customer equity, drive marketing power and maximize financial return. Our goal is to provide senior-level expertise and deliver actionable business-focused insights.

• Creating and growing strong brands requires a keen understanding of the rational and emotional drivers of consumer choice, as well as insight into the relationships between a brand and its customer. Our expertise in understanding consumer decision-making and consumer-brand relationships helps our clients develop successful strategies.

• BrandPanorama specializes in brand equity and customer equity research. In particular: – Brand Strategy

– Brand Performance

– Customer Strategy and Loyalty

– Marketing Strategy

BrandPanorama LLC

Our distinctive approach reflects the paradigm shift in the relationship between brands and consumers

BrandPanorama LLC

Creating brand awareness, relevance, experience and demand

Outbound, inbound, and surround

Any and every consumer touchpoint

Relationship, and Co-ownership

Engagement and Participation

Age of the Mass Market (20th Century)

Creating brand awareness

One-way communication

Major mass media

Interrupt and Repeat model

Reach

Age of Digital (21st Century)

Understanding the relationships between brands and consumers is the key to unlocking the full market value of your brand

• Relationships connect the Brand to the Customer. Decoding these relationships is key to building brand equity, growing the customer franchise, driving marketing power and increasing financial return.

BrandPanorama LLC

The BrandPanorama Brand Model gives prominence to “why I am attracted the brand” and “how it makes me feel”

BrandPanorama LLC

Attachment

• Brand Emotion and Fit with Self-Image

Meaning

• Personal Relevance and Brand Experiences

Attraction

• Positive Differentiation and Brand Charisma

Salience

• Brand Registration and Familiarity

Our model shows the development of Brand Equity and the health of Customer Equity are highly related

BrandPanorama LLC

Correlations among brand users (maintain; vulnerable) and non-users (grow; unavailable). Respondent level data across 48 brands, 9 categories, 1500 respondents.

Our research shows certain brand relationships have a greater than expected impact on market value

BrandPanorama’s 5 key “Power Relationships”

• Reinforcement Superior brand performance and high satisfaction

makes me feel and look better and smarter to others

• Identification I am strongly attached to the brand; it communicates to

others who I am

• Role Model The brand’s charisma makes it a leader and helps me be one also

• Self-Differentiating The brand’s difference includes me and makes me feel different too

• Entertaining Just for the sheer fun of it.

BrandPanorama LLC

We define a Consumer-Brand Relationship as the co-occurrence of a Brand Perception and a relevant Brand Experience

• These 5 “power relationships” styles have emergent or superadditive properties i.e. the combination of the two components is greater than the sum of their parts .

BrandPanorama LLC

Brand Experiences

Brand Perceptions

Self-Esteem Self-Expression Mentoring There For Me Pleasure

Performance/ Satisfaction

Reinforcement

Emotional Attachment

Identification

Brand Charisma

Role Model

Positive Differentiation

Self-Differentiating

Relaxed & Stylish

Entertaining

Power Relationship styles among brand users vary dramatically across (and within) categories

BrandPanorama LLC

40.7

25.6

31.7

42.1

20.8 20.6

27.7 25.2

16.4 16.9

26.0

14.5

17.7

13.7

3.8

21.9 24.0

29.3

17.2

8.8

19.9

17.3

13.0

30.6 27.9 26.6

18.2 18.3

18.3

24.3

6.4

26.8

19.8

12.7

16.3 16.3 15.5

13.7 15.2

15.5

21.5

23.8

17.1 16.4

19.1

9.8 10.4 12.1

25.3 21.9

9.2 11.8

44.6

19.3 20.6

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Entertaining

Self - Differentiating

Role Model

Identification

Reinforcement

BrandPanorama’s Services

BrandPanorama LLC

Research-based Consulting and full-service custom research on brand strategy and performance, customer strategy, and marketing strategy

Project Management Services Expert support and advising for project design and management, special projects, analysis and reporting, or trouble-shooting, without adding to your headcount

Creative Research Visualization for high-impact reports and presentations. Custom data visualizations, infographics, explanatory diagrams and brand narratives that facilitate internal and external communication and promote organizational alignment

BrandPanorama’s Solutions

BrandPanorama LLC

Brand Strategy • Brand Equity Assessment • Brand Essence, Promise and Story • Value Proposition • Brand Positioning • Brand Architecture • Brand Portfolio and Extension • Brand Communications Strategy

Development • Employee Alignment • Reputation Management Brand Performance • Brand Equity Measurement • Brand Monitoring and Tracking • Brand Performance Optimization Modeling • Brand Metrics • Financial Return on Brand Investment • Brand Valuation

Customer Strategy and Loyalty • Customer Equity Measurement • Consumer-Brand Relationship Assessment • Customer Acquisition, Retention and Win-back • Customer Experience and Touchpoints • Consumer Journey • Employee Engagement and Alignment

Marketing Strategy • Opportunity Space Assessment • Market Description, Structure and Sizing • Customer Segmentation, Targeting and Profiling • Consumer Insights • Product and Service Innovation

BrandPanorama’s Approaches

BrandPanorama LLC

• BrandPanorama’s research and consulting services are high-quality and affordably priced. Our low cost base, agility and flexibility, ability to scale, and global network of associates represent meaningful value and a competitive advantage for our clients.

• Our research-based consulting makes a measurable difference to your brand, customer or marketing strategy. We have the experience and expertise to use the right approaches and tools for each engagement.

Evaluative (quantitative) Research

• Online surveys

• Telephone surveys

• Social media monitoring

• Marketing analytics

• Modeling

Generative (qualitative) Research

• Focus groups

• In-person interviews

• Online communities

• Online video groups

• Ethnographies

• Laddering

Listening & Discovery

• Fact-finding Brand Scans

• Immersive Branding

Audits

• Alignment & Consensus-

building Workshops

Visualization

• Research visualization

• Visualizing brand vision

& strategy

• Creative expression

• Brand stories/narratives

BrandPanorama’s Experience

BrandPanorama LLC

Industries Served

• Automotive

• Banking/Finance

• Business services

• Casual dining

• Consumer services

• Durable goods

• Economic development

• Education

• Entertainment

• Hospitality

• Insurance

• Packaged goods

• Retail

• Technology/Telecom

• Transportation

• Travel/Tourism

Your Process is Our Process

• Our approach is consultative and very collaborative. We tailor each engagement with our clients’ needs and goals foremost in our minds. Our experience tells us that this is the most helpful, useful, approachable route. It puts you in the driver’s seat.

BrandPanorama LLC

Understand Business Goals

Build Consensus

Implement Research Program

Align Enterprise

Measure and Manage

Our difference: new approaches, improved results

BrandPanorama LLC

Mark Stapylton

BrandPanorama LLC

BrandPanorama is led by Mark Stapylton, a customer insight and brand strategy specialist with deep global brand experience. He has led research practices for global research firms such as Hall & Partners, Harris Interactive, Wirthlin Worldwide, Knowledge Networks and Research International, and was a co-developer of BrandAsset Valuator at Young & Rubicam. Among other adventures, he has explored market opportunities for American beer brands in Eastern Europe, American motorcycle brands in China, and American beef in Japan.

BrandPanorama FROM INSIGHT TO OUTLOOK

Contact

Mark Stapylton (845) 702-2045

mark.stapylton@brandpanorama.com

www.brandpanorama.com

@brandpanorama