REPORT 2011/ WAVE 1

© 2011. Synovate Ltd. 2

About the research....

Who?Who? 951 respondents, aged 18-69, with a nationally representative gender split951 respondents, aged 18-69, with a nationally representative gender split

Where?Where? Nationally representative at 9 regions, each with 4 urbanisation levels

Nationally representative at 9 regions, each with 4 urbanisation levels

When?When? Latest research undertaken in May 2011Latest research undertaken in May 2011

How?How? Face-to-face interviews with respondents, generating data at a 95% confidence level

Face-to-face interviews with respondents, generating data at a 95% confidence level

© 2011. Synovate Ltd. 3

Understanding consumer confidence...

© 2011. Synovate Ltd. 4

“After a resurgence of

positive sentiment at the start of

2010, the personal outlook amongst most

consumers seems to be

bleaker...

HOWEVER...

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...when you think the economy has reached the lowest possible point, surely the only

way left is up....?”

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A clear sense of impending economic misfortune in the face of a global recession…

Source: Synovate Bank Booster May 2011, all respondents, N=951

The economy is strong

The economy is in a bad patch, but it will get better quickly

The economy is as bad as its going to be

The economy is going downhill, and will get worse before it gets betterI don’t know

© 2011. Synovate Ltd. 7

…followed by mixed uncertainty about what the future holds, & fears of a slow recovery….

Source: Synovate Bank Booster May 2011, all respondents, N=951

The economy is strong

The economy is in a bad patch, but it will get better quickly

The economy is as bad as its going to be

The economy is going downhill, and will get worse before it gets betterI don’t know

© 2011. Synovate Ltd. 8

…and a feeling that the worst is over, perhaps an economic journey on the road to recovery?

Source: Synovate Bank Booster May 2011, all respondents, N=951

The economy is strong

The economy is in a bad patch, but it will get better quickly

The economy is as bad as its going to be

The economy is going downhill, and will get worse before it gets betterI don’t know

© 2011. Synovate Ltd. 9

“...but what about

me...?”

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Consumer positivity in 2010 has given way to a far bleaker view of personal financial situation confidence in 2011…

Source: Synovate Bank Booster May 2011, all respondents, N=951

!

© 2011. Synovate Ltd. 11

“...and why should I care anyway...?

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With rising consumer financial insecurity often comes rising apathy – a feeling that their choice of bank won’t change anything…

“The decision of which bank I use is important to me...”

Decision NOT important:

37%

Decision IS important:

46%

!

Source: Synovate Bank Booster May 2011, all respondents, N=951

Completely agreeAgreeRather agree

Neither agree, nor disagreeRather disagree

Disagree

Completely disagree

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“...so, does it even matter if

anyone stands out from the crowd...?”

© 2011. Synovate Ltd. 14

DSK clearly stands out for consumers in terms of top of mind brand awareness...Top of mind spontaneous brand awareness (first mentioned)

Source: Synovate Bank Booster May 2011, all respondents, N=951

Other

© 2011. Synovate Ltd. 15

...and in terms of being the brand consumers are most aware of....Total spontaneous brand awareness (first mention + all other spontaneous awareness)

Source: Synovate Bank Booster May 2011, all respondents, N=951

Other

76%

57%

37%

40%

50%

29%

20%

13%

15%

12%

10%

12%

10%

18%

© 2011. Synovate Ltd. 16

“but when all is said and done, is being thought

of...

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st

...all that

really

matters?”

© 2011. Synovate Ltd. 18

Maybe it goes deeper than

what is at the

top of your mind...

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Maybe it’s what’s in

your

heart that really counts...

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…and how Attractive is it, relative to the competition?

Performance

How well does the brand perform?

AppealHow important is this brand to me?

Does it have personal meaning?

It is a measure of the Strength of the psychological Desire to

have the brand. It represents the Meaning, the Value of the brand to the consumers.

Introducing Attitudinal Equity, a measure of consumer desire to be with your brand

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A closer look....

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Correlation of Attitudinal Equity with Market Share

R = 0.91R2 = 0.83

Real Market Share

Attitudinal Equity

The higher your attitudinal equity score, the greater desire consumers have for your brand, and the higher your resulting market share will be….

Validation Study Results

2011 Synovate Ltd.

What does this mean for you?

If you increase your attitudinal equity by 1, your market share

increases by 1%

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“So who do Bulgarians

love the most...?

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Well, they’re most likely to consider DSK…

DSK

UBB

UniCredit Bulbank

Postbank

Raiffeisen

First Investment Bank

Central Cooperative Bank

SG Expressbank

AE Score (total brand desire)

Source: Synovate Bank Booster October 2011, respondents who consider using the respective bank

48%

29%

25%

23%

19%

13%

10%

9%

Brand Consideration

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…but the degree to which they desire each of the brands they consider varies…

DSK

UBB

UniCredit Bulbank

Postbank

Raiffeisen

First Investment Bank

Central Cooperative Bank

SG Expressbank

Total AE Score (total brand desire)

Source: Synovate Bank Booster October 2011, respondents who consider using the respective bank

48%

29%

25%

23%

19%

13%

10%

9%

Brand Consideration

Strength of desire amongst those considering brand

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…but desire for DSK is comparatively stronger than that of the competition…

DSK

UBB

UniCredit Bulbank

Postbank

Raiffeisen

First Investment Bank

Central Cooperative Bank

SG Expressbank

Total AE Score (total brand desire)

Source: Synovate Bank Booster October 2011, respondents who consider using the respective bank

48%

29%

25%

23%

19%

13%

10%

9%

Brand Consideration

Strength of desire amongst those considering brand

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DSK

UBB

UniCredit Bulbank

Postbank

Raiffeisen

First Investment Bank

Central Cooperative Bank

SG Expressbank

Ranking of Brand Desire

…so how does this compare to market share?

Source: Synovate Bank Booster October 2011, respondents who consider using the respective bank

1

2

3

4

5

6

7

8

Total AE Score (total brand desire)

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DSK

UBB

UniCredit Bulbank

Postbank

Raiffeisen

First Investment Bank

Central Cooperative Bank

SG Expressbank

Ranking of Brand Desire

The brand with the highest attitudinal equity score, wins….

Source: Synovate Bank Booster October 2011, respondents who consider using the respective bank

1

2

3

4

5

6

7

8

Total AE Score (total brand desire)

1

2

3

4

5

6

7

8

Ranking of Bank Usage (consumer

market share)

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“So how do you turn the key of brand desire to drive

market share?

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…you create greater emotional connections and brand desire than your competition…

DSK

UBB

UniCredit Bulbank

Postbank

Raiffeisen

First Investment Bank

Central Cooperative Bank

SG Expressbank

Total AE Score (total brand desire)

Source: Synovate Bank Booster October 2011, respondents who consider using the respective bank

48%

29%

25%

23%

19%

13%

10%

9%

Brand Consideration

Strength of desire amongst those considering brand

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Greater emotional proximity through marketing and

communications

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Differentiation through a superior customer

experience

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Targeted proposition development for key segments

to create personal meaning

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Thank You!

Our curiosity is all yours!

© Synovate 2011 35

For more information please contact:

Ivaylo YorgovSenior Client Service Executive

bankbooster.bulgaria@synovate.com

+359 02 44 04 901