Post on 30-May-2018
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Nigel HollisChief Global Analyst
Millward Brownnigel.hollis@us.millwardbrown.com
www.millwardbrown.comwww.mb-blog.com
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Brand Equity Map
Voltage
Presence
+
+
Market share 9%Share change +5%Volatility 1.1
Market share 15%Share change +3%Volatility 0.4
Market share 8%Share change -1%Volatility 0.6
Market share 3%Share change -4%Volatility 1.5
Source: Millward Brown analysis of third-party mar ket share data based on
369 cases.
Figure1
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Average Share Price,January 2006
Voltage
Presence
+
+
$3,280 $1,810
$1,230Not applicable
Benchm ark: A $1,000 investment in the S&P 500 Index, made in1998, wou ldhave yi elded a sh areholder return of $1,310 in 2005
Figure 2
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Sue ElmsExecutive Vice President,
Global Media PracticeMillward Brown
sue.elms@uk.millwardbrown.comwww.millwardbrown.com
www.mb-blog.com
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Nigel HollisChief Global Analyst
Millward Brownnigel.hollis@us.millwardbrown.com
www.millwardbrown.comwww.mb-blog.com
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Nigel HollisChief Global Analyst
Millward Brownnigel.hollis@us.millwardbrown.com
www.millwardbrown.comwww.mb-blog.com
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Dede FitchGlobal Analyst
Millward Brown
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Nigel HollisChief Global Analyst
Millward Brownnigel.hollis@us.millwardbrown.com
www.millwardbrown.comwww.mb-blog.com
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Gordon PincottChairman Global Solutions
Millward Browngordon.pincott@uk.millwardbrown.com
www.millwardbrown.comwww.mb-blog.com
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Nigel HollisChief Global Analyst
Millward Brownnigel.hollis@us.millwardbrown.com
www.millwardbrown.comwww.mb-blog.com
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United Kingdom
Cars
64
15
%
53
39
14
4
Mobile Phones H ouseho ld CleaningProducts
United States
Car Insurance
64
16
58
48
1419
Vacation Destinations Digital Cameras
Personal Contacts Informal Online
%
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Clothes
10
8
6
4
2
Alcoholic Drinks Financial Services
Germany Great Br ita in F rance
Base: All adults. Data from TGI Europa 2007, copyright BMRB
%C
hampions,byCountry
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Gordon WynerExecutive Vice President,
North American Strategy,Millward Brown North America
gordon.wyner@us.millwardbrown.comwww.millwardbrown.com
www.mb-blog.com
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Graham Staplehurstenior Account Director
Millward Brown U.K.graham.staplehurst@uk.millwardbrown.com
www.millwardbrown.comwww.mb-blog.com
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Nigel HollisChief Global Analyst
Millward Brownnigel.hollis@us.millwardbrown.com
www.millwardbrown.comwww.mb-blog.com
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Nigel HollisChief Global Analyst
Millward Brownnigel.hollis@us.millwardbrown.com
www.millwardbrown.comwww.mb-blog.com
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Spontaneous communication
30 sec ad
%
15 sec ad
%
ey benefit 25
Base: Definiterecallers of ad (142)
30 sec &10 sec c/d
%
14
(130) (122)
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0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
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+/-
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2003
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Brands with high momentum are more likely to grow year on year
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% of people who
definitely agree
48
47
45
45
44
41
40
39
38
35
Statement
Religion plays an important part in mylife
It is important to continue learning newthings throughout your life
I feel discomfort when I am in debt
It is important for me that the drinkingwater is healthy
I think it's important to have a lastingrelationship with one partner
It is important to respect traditionalcustoms and beliefs
It's important that my family thinks I'mdoing well
Everything in life has its price
I like my life to be well-organized
I buy Turkish goods as often as I can
98 (25*) 10.2 (2005) 21.1 6 63
70 (4.3*) 7 20** 3.2** 44
TV Computer Internet Broadband MobileOwnership Access Phone
Penetration(%)
Users (MM)
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ATV
Kanal D
Show TV
StarDigiturk
(satellite TVplatform)
Posta
Zaman
Hrriyet
SabahMilliyet
Tempo
Kapital
Atlas
ParaYeni Aktuel
Mynet
Yonja.com
E-kolay
MSN TurkeyGoogle Turkey
Television Newspaper Magazine Web sites
AwarenessIndex
Persuasion Enjoyment Involvement
CountryAverage 4 26% 3.67 5.23
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A/B
C+
C
D+
D
E
7.5
13.8
17.8
34.3
16.8
9.9
7,727
3,182
1,055
618
245
0
+
7,727
3,182
1,054
618
245
SEL (62% of total population) Min Max
% of households in citieswith population 50,000+
Range of monthlyfamily income in US $
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TV
Paid TV (homes)
Radio
Computer ownership(homes)
Internet access
Broadband (homes)
Mobile phones
Magazines
Newspaper
Penetration Users (MM)
86% national98% main 28 cities
26.2%
98%
20%
16%
3%
40%
32% (main cities)
31% (main cities)
91.3
4.9
104
5.0
17.0
0.7
42.0
% of people whodefinitely agree
65.1
63.5
60.4
56.4
55.6
54.7
54.5
53.6
52.9
52.1
Statement
If at first you do not succeed you mustkeep trying
It is important to continue learning newthings throughout your life
You should seize opportunities in lifewhen they arise
I like spending most of my time homewith my family
It is important to be well informed aboutthings
I like to have a circle of close friendswho support me in hard times
I would like to set up my own businessone day
I worry about violence and crime
I think we should strive for equality for all
I think its important to have a lastingrelationship with one partner
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AwarenessIndex
PersuasionScore*
Enjoyment B rand ing Involve me nt
CountryAverage for TV(1000+ ads)
5 16% 3.79 3.83 4.68
Televisa
TV Azteca
Cablevisin(Paid TV)
Sky (Paid TV)
Grupo Radio Centro
Grupo Frmula
Grupo ACIR
Grupo Imagen
NRM Comunicaciones
Televisa Radio
El Universal
Reforma
El Norte
Ovaciones
La Jornada
Editorial Televisa
Reader's Digest
Notmusa
Impresiones Aereas
Expansin
Television Radio Newspaper Magazines
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Penetration
Users (MM)
TV Computer Internet Broadband MobileOwnership Access
59
33*
2
4
12
30
8
18
0.3
Negligible
% of people who
definitely agree
35.8
35.3
28.8
28.8
28.2
27.8
26.1
24.7
24.6
24.5
Statement
Friendship is the most important to me
Investment in childrens educationshould be one of the key expendituresof the family
Nowadays men and women have thesame opportunities at work
A happy marriage is the greatest wealth
I like a regulated (patterned) life
When I am selecting products I alwaysconsider the price first
I believe in sacrificing myself for thegreater good
The environment should be protected,even if it is at the cost of the industrialand economic development
Getting a grasp on technology is the keyto future success
Spending wisely is the best way toincrease my wealth
RCTI
SCTV
Trans TV
TPI
Indosiar
Kompas
Pos Kota
Media Indonesia
Seputar Indonesia
Republika
Tempo
Gadis
Femina
Gatra
Yahoo
Detik
Liputan6
Bubu
Television Newspaper Magazines Web sites
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Country
Average
AwarenessIndex
Persuasion Enjoyment Involvement
4 49 47 5.48
TV68.7%
Print24.7% Outdoor
2.8%
% Share of Media
Radio2.2%
Internet
1.6%
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% of people whodefinitely agree
92.1
90.9
90.4
87.8
86.9
86.4
84.6
84.4
84.2
81.1
Statement
It is important to continue learning newthings throughout your life
If at first you do not succeed, you mustkeep trying
You should seize opportunities in lifewhen they arise
I like to have a circle of close friendswho support me in hard times
It is important to be well informed aboutthings
my peers
I worry about violence and crime
I like spending most of my t ime at homewith my family
I think we should strive for equality for all
I think its important to have a lastingrelationship with one partner
Its important to me to be recognized by
Penetration %
Users (MM)
TV Computer Internet Broadband MobileOwnersh ip Acces s
99
39.5
35
14.0
78
31
24.8
10.0*
13.9
5.5*
Open TV25%
Newspapers6.4%
Cable TV5.2%
Magazines4.6%
Radio14.8%
OOH44%
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Clarin
La Nacin
V. del Interior
Ole
Diario Popular
Noticias
Gente
Caras
Cronista
Revista Viva !
Telefe Canal 11
Canal 13
Canal 9
AmericaCanal 2
Canal 7
www.deremate.com.ar
www.clarin.com.ar
www.masoportunidades.com.ar
www.lanacion.com.ar
www.hotmail.com
Television Newspaper Magazines Web sites
CountryAverage
AwarenessIndex
Persuasion Enjoyment Involvement
5 26 3.79 4.2
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Consumer Perceptions of Advertising
Formats Vary
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Gaming Sites May Be a Good Platform for CPG
Brands to Persuade Women Ages 45+
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Media Work Best Together, Playing Different
Roles in Driving the Consumer Purchase Process
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Concentrated Online Ad Exposures Enhance
the Impact on Purchase Intent
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Source: Dynamic Logics MarketNorms through Q1/2007
Note 1: All Ads Seen In 1 Day N=2,611 campaigns, n=2,474,149 respondents;
Ads Seen In More Than 1 Day N=2,471 campaigns, n=2,410,737 respondents
Note 2: All Ads Seen In 1 Day includes media purchased as fixed roadblocks
as well as that running in rotated placements
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