DO SPONSORSHIPS AFFECT CONSUMERS' PERCEPTION OF YOUR BRAND?

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1 DO SPONSORSHIPS AFFECT CONSUMERS' PERCEPTION OF YOUR BRAND? M A R C H Anne Rivers Managing Director BAV Group Anne.Rivers@bavgroup.com Ryan Johnson VP, Account Director BAV Group Ryan.Johnson@bavgroup.com

2 If this business were to be split up, I would be glad to take the brands, trademarks and goodwill, and you could have all the bricks and mortar and I would fare better than you. John Stuart former Quaker Oats chairman 2

3 THE WORLD S LARGEST DATABASE OF BRANDS BRAND ASSET VALUATOR (BAV ) 1.2MM C O NSUMERS & GROWING 24+ YEARS OF LEARNING 56,000 DIFFERENT B RANDS 52 C O UNTRIES S URVEYED $150MM I NVESTED 75 C O NSISTENT M E T RICS W I DELY PUBLISHED A ND V E TT E D B Y ACADEMICS C O M P REHENSIVE BRAND M E ASURES O F H E A LT H, P E RSONALITY AND LOYA LT Y A C ROSS INDUSTRIES C AT E G O RY AGNOSTIC T I E D TO FINANCIAL P E RFORMANCE 3

4 W E M E A S U R E B R A N D S O N A C O N S I S T E N T S E T O F 4 8 I M A G E R Y A T T R I B U T E S ARROGANT AUTHENTIC BEST BRAND CAREFREE CARES ABOUT CUSTOMERS CHARMING DARING DIFFERENT DISTINCTIVE DOWN TO EARTH DYNAMIC ENERGETIC FRIENDLY FUN GAINING IN POPULARITY GLAMOROUS GOOD VALUE HEALTHY HELPFUL HIGH PERFORMANCE HIGH QUALITY INDEPENDENT INTELLIGENT INNOVATIVE KIND LEADER OBLIGING PRESTIGIOUS PROGRESSIVE RELIABLE RESTRAINED RECOMMEND TO A FRIEND RUGGED SENSUOUS SIMPLE SOCIAL SOCIALLY RESPONSIBLE STYLISH TRADITIONAL TRENDY TRUSTWORTHY UNAPPROACHABLE UNIQUE UP-TO-DATE UPPER CLASS VISIONARY WORTH MORE 4

5 W E M E A S U R E B R A N D S O N F O U R P I L L A R S O F B R A N D E Q U I T Y A N D M O M E N T U M B R A N D S T R E N G T H F u t u r e G r o w t h P o t e n t i a l B R A N D S T A T U R E C u r r e n t O p e r a t i n g V a l u e D I F F E R E N T I A T I O N R E L E V A N C E E S T E E M K N O W L E D G E U n i q u e M e a n i n g A p p r o p r i a t e n e s s R e g a r d U n d e r s t a n d i n g Relates to margins, loyalty and cultural currency Relates to market penetration Relates to perception of quality and respect Relates to consumer experience 5

6 KNO NEW & UNFOCUSED Percentile Rank EST LEADERSHIP MASS MKT BRAND STRENGTH REL NICHE/ MOMENTUM DIF REL EST KNO DIF REL EST KNO EROSION Percentile Rank Percentile Rank DIF (Energized Differentiation & Relevance) Percentile Rank WE PLOT OVER 3,500 BRANDS IN THE US TO SHOW RELATIVE BRAND EQUITY DIF REL EST KNO BRAND STATURE (Esteem & Knowledge) 6

7 BAVSOCIAL FIRST PARALLEL BRAND-BUILDING MODEL THAT LADDERS UP TO THE BAV PILLARS CULTURA L RANK S D I F F E R E N T I A T I O N R E L E V A N C E E S T E E M K N O W L E D G E CIRCLES S-VITALITY S-INVOLVEMENT S-MOOD S-PROMINENCE The Vitality Score captures storytelling and the level of emotional commitment a brand generates with consumers The Involvement Score measures the depth of a brand s community, and the level of engagement within it The Mood Score captures the quality and sentiment of a brand s social footprint The Prominence Score captures the extent to which a brand s content is shared and disseminated 7 Source: 2018 BrandAsset Anne Rivers and Consulting Ryan Johnson USA at Study MSI Webinar 2008, The 2011 Value & 2017 of Sponsorships, - NCAA Fans; Evaluating Category the Average Brand Rub include How Sponsorship Capital One, affects American Consumers Express, Perceptions Discover of Card, Both Brands Citi, Bank on March of America, 21, Chase All rights and are Wells reserved. Fargo CIRCLES

8 WE HAVE TIED BAV BRAND EQUITY TO VALUATION METRIC ACROSS CATEGORIES Equity Performance Among Non-Profits, Brand Translates to Donations In Sports, Brand Equity Predicts Franchise Value Country Brand Strength Drives Economic Power Globally Franchise Value ($mill) from Forbes 1,800 1,600 1,400 1,200 1, Boston Bruins New York Knicks Dallas Mavericks Miami Heat New York Rangers New York Islanders New England Patriots New York Giants y = x New York Jets R² = 0.66 Pittsburgh Steelers Boston Red Sox New York Mets Los Angeles Lakers (2006) Boston Celtics Pittsburgh Penguins Dallas Cowboys New York Yankees Brand Asset from BrandAsset Valuator 8

9 A S S E S S S P O N S O R S H I P S B A S E D O N F A N A F F I N I T Y A S S U M I N G A L L T O U C H P O I N T S A R E C O M E N S U R A T E Among Non-Fans Among Fans Pre Sponsorship Pre Sponsorship TODAY TODAY Overall brand impact of sponsorship 9

10 HOW SPONSORSHIP CAN HELP BRANDS: 1. CONNECT WITH CUSTOMER GROUPS DRIVE CONSUMERS THROUGH THE FUNNEL 3. IGNITE THE SPONSOR BRAND IN CULTURE 10

11 100 American Bank Brand by Audience Brand Passionates Brand Users Brand Considerers BRAND HELPS YOU CONNECT WITH EACH CUSTOMER GROUP BRAND STRENGTH (Energized Differentiation & Relevance) 50 Republicans NFL Fans Hispanics Democrats Sports Fans Enterprise Decision Makers Millennials HHI $100k+ HHI $75k+ Males HHI $50k+ Females Small Businesses Boomers BRAND STATURE (Esteem & Knowledge) 11 Base: BAV, USA, 2017; Various Audiences

12 S P O R T S H E L P D R I V E B R A N D E Q U I T Y E V E N I N C O M M O D I T I Z E D C A T E G O R I E S 100 E N E R G I Z E D D I F F E R E N T I A T I O N A L L A D U LT S Bank of America Coors Light Sprint T-Mobile AT&T Papa John`s VISA NBA MLS College Football Playoff NHL XFINITY NFL NCAA March Madness MLB

13 NFL Brands Among Fans and Non Fans Niche or Unrealized Potential NFL Fans N F L F A N S L O V E N F L B R A N D S H O W D O E S T H A T L O V E R U B O F F O N T H E O F F I C I A L S P O N S O R S O F T H E N F L? Brand Strength Energized Differentiation & Relevance New, Unfocused or Unknown Mass Market NFL Non-Fans Commodity or Eroded BrandAsset Consulting: USA Q data NFL Fans and Non-Fans 13

14 Leadership NFL Fan NFL Fan N F L F A N S L O V E T H E O F F I C I A L S P O N S O R S O F T H E N F L M U C H M O R E T H A N N O N - FANS Brand Strength Energized Differentiation & Relevance Niche or Unrealized Potential New, Unfocused or Unknown Non-Fan NFL Fan NFL Fan Non-Fan Non-Fan Brand Stature Esteem & Knowledge Non-Fan Commodity or Eroded 14 BrandAsset Consulting: USA 2010 SH FH NFL Fans (watch/attend regularly or occasionally) and Non Fans (never watched/attended or watched/attended before but not any more)

15 Benefit of NFL Sponsors Compared to Competitors Over Time B R A N D E Q U I T Y I M P R O V E M E N T S F O R T H E S P O N S O R B R A N D A T T H E E N D O F T W O Y E A R S I S S I G N I F I C A N T C O M P A R E D T O C O M P E T I T O R S 48% 13% 6% 3% D I F F E R E N T I A T I O N R E L E V A N C E E S T E E M K N O W L E D G E Brand Strength Brand Stature The Effect of Fan Passion and Official League Sponsorship on Brand Metrics: A Longitudinal Study of Official NFL Sponsors and ROO, MIT Sloan Sports Analytics Conference Presented by ESPN, February,

16 HOW SPONSORSHIP CAN HELP BRANDS: 1. CONNECT WITH CUSTOMER GROUPS DRIVE CONSUMERS THROUGH THE FUNNEL 3. IGNITE THE SPONSOR BRAND IN CULTURE 16

17 2. DRIVE NCAA Fans All Adults % 95% KNOW B R A N D A S S O C I A T I O N D R I V E S C O N S U M E R S T H R O U G H T H E F U N N E L % 68% CONSIDER USE % 20 23% % % LOYAL 17

18 2. DRIVE N C A A R E P R E S E N T S A S T R O N G O P P O R T U N I T Y T O H E L P C A P I T A L O N E B U I L D E Q U I T Y 100 NCAA Fans Brand Strength Energized Differentiation & Relevance Niche or Momentum New, Unfocused or Unknown All Adults All Adults NCAA Fans Energized Differentiation Relevance Esteem Knowledge All Adults NCAA Fans Commodity or Eroded Brand Stature 0 Esteem & Knowledge Energized Relevance Esteem Knowledge Differentiation Source: BrandAsset Consulting USA Study 2017, NCAA Fans and All Adults

19 2. DRIVE B O T H B R A N D S B E N E F I T F R O M T H E B R A N D R U B Brand Essence Brand Essence 19 Source: BrandAsset Consulting USA Study 2017, NCAA (All Adults); Capital One (Users) Essence are attributes with rank scores higher than 80 for NCAA and Final Four/March Madness

20 2. DRIVE E V O L V I N G C R E A T I V E D R I V E S A C T I V A T I O N A N D M O R E B R A N D R U B

21 2. DRIVE T H E S P O N S O R S H I P P A Y S O F F Among NCAA Fans Among NCAA Fans Brand Strength Energized Differentiation & Relevance Niche or Momentum New, Unfocused or Unknown Leadership 2008 Brand Stature 2008 Commodity or Eroded Mass Market Category Average Capital One Among NCAA Fans 2008 and 2017 DIF REL EST KNO Category Average Among NCAA Fans 2008 and 2017 DIF REL EST KNO Esteem & Knowledge 21 Source: 2018 Anne BrandAsset Rivers Ryan Consulting Johnson at USA MSI Webinar Study 2008, The Value 2017 of Sponsorships, - NCAA Fans Evaluating the Brand Rub How Sponsorship affects Consumers Perceptions of Both Brands on March 21, All rights are reserved.

22 HOW SPONSORSHIP CAN HELP BRANDS: 1. CONNECT WITH CUSTOMER GROUPS DRIVE CONSUMERS THROUGH THE FUNNEL 3. IGNITE THE SPONSOR BRAND IN CULTURE 22

23 3. IGNITE 2 nd Screen Media Consumption FANS WHO E NGAGE WITH SPONSORS ON SECOND SCREENS HAVE IMPROVED OPINIONS OF THE SPONSOR Passion Sponsor Activation Traditional Media Differentiation Sponsors "The Effect of Activating Sponsorships in a Stadium on Brand Affinity and Brand Metrics which Drive ROI and Brand Equity," Rivers and Wakefield, Proceedings of the Wharton WCAI, Philadelphia, May

24 3. IGNITE SPONSORSHIPS CAN GET THE CONVERSATION GOING I G N I T I N G T H E S P O N S O R B R A N D I N C U L T U R E 1 BILLION DATAPOINTS and growing 24

25 3. IGNITE B R A N D E Q U I T Y S P O R T S B R A N D S H A V E H I G H C U L T U R A L C A P I T A L, S I T T I N G A M O N G L E A D I N G E N T E R T A I N M E N T B R A N D S BRAND STRENGTH (BAV) S O C I A L E Q U I T Y SOCIAL EQUITY (BAVSOCIAL) Source: BAV, USA, 2017FY; All Adults (vertical axis); BAVSOCIAL, USA, Facebook, Twitter, Instagram, Blogs, Search, Website; January 1, 2017 January 24, 2018 (horizontal axis) 25

26 3. IGNITE T H E N F L G E T S T A L K E D A B O U T A L O T C R E A T I N G C L E A R A C T I V A T I O N O P P O R T U N I T I E S PLAYOFFS Source: Facebook, Twitter, Instagram, News, Blogs (Earned Channels); USA; January 7, 2017-January 20,

27 3. IGNITE S U P E R B O W L A D V E R T I S I N G D R O V E I M M E D I A T E V I T A L I T Y A N D I N V O L V E M E N T VITALITY (BAVSOCIAL) pre-super Bowl post-super Bowl INVOLVEMENT (BAVSOCIAL) Source: BAVSOCIAL, USA, Facebook, Twitter, Instagram, Blogs, Forums, Search, Website; pre-super Bowl, September 1, 2017 October 31, 2017; post-super bowl, January 1, February 26,

28 3. IGNITE T O Y O T A G A I N E D 2 0 x M O R E E A R N E D C O N V E R S A T I O N F R O M T H E I R P U R P O S E D R I V E N, H E A R T F E L T G O O D O D D S S U P E R B O W L S P O T T H A N U N I V E R S A L D I D W I T H I T S M O R E T R A D I T I O N A L I N F L U E N C E R S P O T 28 Source: BAVSOCIAL, USA, Facebook, Twitter, Instagram, Blogs, Forums; post-super Bowl, January 1, 2018 February 26, 2018

29 3. IGNITE T O Y O T A S S U P E R B O W L S P O T H E L P E D D R I V E O N L I N E E Q U I T Y A N D S H I F T P E R C E P T I O N A B O U T T H E B R A N D S P U R P O S E VITALITY (BAVSOCIAL) Post-Super Bowl, Toyota gained: +16% Trustworthy +7% Progressive INVOLVEMENT (BAVSOCIAL) Source: BAVSOCIAL, USA, Facebook, Twitter, Instagram, Blogs, Forums, Search, Website; January 1, February 26,

30 HOW SPONSORSHIP CAN HELP BRANDS: 1. CONNECT WITH CUSTOMER GROUPS DRIVE CONSUMERS THROUGH THE FUNNEL 3. IGNITE THE SPONSOR BRAND IN CULTURE 30

31 QUESTIONS W H A T P E O P L E THINK W H A T P E O P L E DO H O W P E O P L E ENGAGE MORE HOLISTIC INSIGHTS A N D A D E E P E R, C L E A R E R U N D E R S T A N D I N G O F T H E C O N S U M E R J O U R N E Y 31

32 THANK YOU! M A R C H Anne Rivers Managing Director BAV Group Anne.Rivers@bavgroup.com Ryan Johnson VP, Account Director BAV Group Ryan.Johnson@bavgroup.com