WELCOME

1

Selected U.S. findings from

The 2002-2003 Global Brand Forecast

An international comparison of Brand Management practices and trends

OBJECTIVE

2

The Global Brand Forecast Study assesses the major trends related to branding on a biyearly basis. It provides a global perspective on the current state of branding, important tools and factors for success in brand management.

Columbia University, New York

Institut für MarketingLudwig-Maximilians-Universität München

Yonsei University, Seoul

The study is conducted by:

TOPICS

3

The Global brand Forecast Study gives an overview on a range of different branding issues:

General brand management

Branding tools and objectives

Benchmarking

Country specific evaluation of brand management

This year‘s extra topic:Employees and Brands

METHODOLOGY - SAMPLE STATISTICS

4

USA

183 subjects From Fortune 1000 and Fortune 1500 companies

Marketing Director, VP Marketing, Chief Communication Officer, Brand Manager, executive director, equivalent

Automobile, Cosmetics, Food/ Beverages, Financial Services, Telecommunications, Electronics, Clothes and Fashion, Airlines/ Tourism, E-commerce/ Internet, Mass Retailing, Entertainment

Form of collection: telephone survey

Size:

Titles:

Industries:

Methodology:

BRAND MANAGEMENT IS …

1. GENERAL BRAND MANAGEMENT

5

USA

Image, perception, & reputation management

Entire process from development to naming to marketing, etc.

Sculpting a personality, identity, positioning

Awareness, making the customer think of you first

Managing, creating value

6

USA•Customer focus, attention to customer concerns•Quality•Advertising / marketing / brand exposure•How well people know/remember the brand; Setting

themselves apart from the competition•Honesty

2. BENCHMARKING

SUCCESS FACTORS IN BRANDING

INNOVATIVE AMERICAN BRANDSOF 2002

2. BENCHMARKING

7

Consistent quality, Patnerships (visa card, new prod), Bulls-eye logo identity3rd (tie)

Promotions (with music, entertainment, Tiger Woods)3rd (tie)

Advertising: “Hey Dude, you’re getting a Dell!”3rd (tie)

New Products (Vanilla Coke); more selective sponsorships3rd (tie)

New Products (new iMac, iPod); “Think Different” and “Switch” campaigns2nd

Advertising: “Do you hear me now?”1st

Question: „Which brand in your country has done something particularly innovative in branding this year?“

MOST ADMIRED BRANDS BY INDUSTRY

2. BENCHMARKING

8

Financial Services

Delta (14.8%)Southwest (13.1%)

Sony (48%)

Citigroup (13.1%)Merill Lynch (6.6%)

Airlines/Tourism

Electronics

USA Highlights:

n = 183Question: „Which brands in your country do you

admire most in each of these industries?“

STRONGEST BRANDS IN THEUSA

3. COUNTRY-SPECIFIC BRANDING

9

Coca Cola (21%)

McDonalds (10%)

Ford (7%)

Disney (6.6%)

Microsoft (4.2%)

American Perspective

Coca Cola (32.3%)

McDonalds (15.0%)

Microsoft (13.2%)

Marlboro (7.5%)

Nike (5.7%)

GermanPerspective

Coca Cola (25.5%)

Microsoft (13.4%)

GE (11.3%)

McDonald (9.8%)

IBM (7.7%)

KoreanPerspective

Question: „What do you think are the three best brands overall in the U.S.? “

STRONGEST BRANDS WORLDWIDE

3. COUNTRY-SPECIFIC BRANDING

10

Coca Cola (21.3%)McDonalds (9.9%)

Ford (7%)

Disney (6.6%)

Microsoft (5.2%)

American Perspective

GermanPerspective

KoreanPerspective

Coca Cola (33.3%)

McDonalds (14.1%)

Microsoft (12.1%)

Marlboro (8.9%)

Nike (5.1%)

Mercedes (3.8%)

Coca Cola (30.0%)

Microsoft (12.8%)

Sony (10.1%)

McDonald (8.9%)

Nike (5.0%)

Mercedes (4.5%)

IBM (4.2%)

Question: „Please name the best three global brands.“