A basic overview of how Brand Keys offers predictive brand equity, consumer loyalty and engagement metrics for companies around the world. Our measurement methodology is considered the most accurate means of predicting sales and future in-market behavior, correlating very highly with sales and profitability, and has been independently tested and validated by the Advertising Research Foundation.

1. Emotional Engagement and Loyalty Metrics
CMO Institute – January 26-28, 2014

2. About Brand Keys
© 2014 Brand Keys, Inc. 2
 Brand Keys, a research-based consultancy specializing in emotional brand engagement and
consumer loyalty metrics.
 These metrics are proven to be predictive of future in-market behavior, correlating very highly
with sales and profitability.
 The model and methodology is grounded in psychology, allowing us to understand both the
emotional and rational factors which bond consumers to brands.
 The model can accurately measure the impact that any media, marketing, or communications
initiative will have on future in-market behavior – in advance of the spend!

3. Some Brand Keys Clients
© 2014 Brand Keys, Inc. 3

4. Dr. Robert Passikoff
Named a ―2007 ARF Research Innovator‖
for development of
Brand Keys Brand-to-Media Engagement Model and
a 2012 ARF ―Great Mind‖ in Innovation for
the Brand Keys Digital Platform GPS℠
Published and Recognized
Brand Engagement and Loyalty Experts
Leigh Benatar, EVP,
Recipient of 2010 ARF
―Great Mind‖ Award in Innovation
© 2014 Brand Keys, Inc. 4

5. “The consumer does not behave as he says, he
does not say what he thinks and he does not
think what he feels.”
– David Ogilvy
© 2014 Brand Keys, Inc. 5
PROBLEM:

6. 6
In 2007, the Consumer Decision Process was:
Emotional Rational
(Source: 2007 Brand Keys CLEI) © 2014 Brand Keys, Inc.

7. 7
2013:
Emotional Rational
(Source: 2013 Brand Keys CLEI) © 2014 Brand Keys, Inc.

8. The Ideal:
Consumer’s emotional and rational view of the category, letting you understand how consumers
really view, compare, and choose among category options.
What yardstick do consumers use to identify
exactly what will create loyalty and engagement?
© 2014 Brand Keys, Inc. 8

9. Brand Keys Methodology
© 2014 Brand Keys, Inc. 9
Statistically fuses the ―emotional‖ (psychological) values with the ―rational‖ ratings of attributes
that bond consumers with a brand via quantitative interviews with any target segment.
Result: Leading-indicator metrics proven to predict future in-market consumer behavior
(trial, additional purchase, recommendation, and loyalty).
Two Proprietary Lines of Questioning:
1. Psychological Assessment:
Indirect Q&A; reveals what values truly drive the consumer’s in-market behavior. Quantifies
what your customers really believe about a brand, not what they tell you they believe.
2. Importance Ratings on Category Attributes, Benefits, & Values:
Direct Q&A rates the importance of 20+ category-specific attributes, benefits, and values
(ABVs).
Both lines of questioning are used to measure each brand’s equity independently.
Rigorous statistical analyses (proprietary factor, regression, and causal path analyses) produce the
leading-indicator metrics and insights that are presented in easy-to-read bar chart format.

10. Brand Keys Methodology (cont.)
The diagnostic measurement system, based on globally accepted Jungian behavioral psychology,
delivers in-depth category and brand metrics, that can:
• Accurately measure emotional brand engagement.
• Identify the loyalty and engagement drivers that can be strategically leveraged to increase
trust, consideration, purchase and loyalty toward client brands.
• Identify areas of opportunity for differentiation and innovation, providing clients with a
competitive advantage.
• Easily allow for testing of new and/or evolutionary concepts and product/service offerings –
pre-market introduction.
• Deliver layered data granularity for strategic (tracking and scorecard reporting, communications
development, product/service development) to tactical (promotional, experiential, advertising)
innovation.
• Accurately measure the impact that any media, marketing, or communications initiative will
have on future in-market behavior.
• Be easily incorporated into current brand tracking research.
© 2014 Brand Keys, Inc. 10

11. These psychological behavioral metrics and higher-order statistical
analyses identify true category drivers − the emotional and rational
decision-making factors that drive engagement
11
Carl Jung
Founder of Analytical Psychology
Emotional (Below the
Radar)
Psychological Jungian-based
Personification Questionnaire
Rational (Direct
Questioning)
Category Attributes, Benefits
& Values
FUSING
Factor Analysis
Regression Analysis
Causal Path Modeling
© 2014 Brand Keys, Inc.

12. Brand Keys Emotional Engagement Model
(Sample Output)
100
110
120
130
140
150
160
170
Feel Good & Look
Good - 29%
Trusted Brand
That Knows Me -
24%
Innovative &
Nurturing Brand
For Value - 20%
Effortless
Transformation -
17%
168
146
160
140
Ideal
Lowest
Highest
PotentialforDifferentiation
The Four Dimensions:
1. Importance of Loyalty Drivers.
2. Contribution that each driver makes to
engagement, loyalty, consideration and
purchase.
3. Customer Expectation level for each
Driver (indexed and benchmarked to 100).
4. Attributes, Benefits and Values in Driver
and their percent contribution.
3: What do consumers expect from each driver,
and where’s the opportunity for greatest
differentiation for the brand?
4: What does each driver signify, and
what matters most?
2: How much does each driver contribute to
loyalty and purchase decision?
1: Which are the most important drivers in the category?
Loyalty Drivers - Order of Importance
Driver 1 Driver 2 Driver 3 Driver 4
0%
20%
40%
60%
80%
100%
5%
9%
9%
10%
13%
19%
23%
Makes me feel better about myself after my
makeover
Helps me find products that complement one
another, like lipstick/liner pairings
Displays products in a well-organized and
attractive way
Offers micro-skin examination
Offers me free samples
Beauty consultant/salesperson uniform reflects
the brand’s image
Displays images of women I can relate to
© 2014 Brand Keys, Inc. 12

13. Brand Keys Emotional Engagement Model
(Sample Output)
0%
20%
40%
60%
80%
100%
5%
9%
9%
10%
13%
19%
23%
Makes me feel better about myself
after my makeover
Helps me find products that
complement one another, like
lipstick/liner pairings
Displays products in a well-
organized and attractive way
Offers micro-skin examination
Offers me free samples
Beauty consultant/salesperson
uniform reflects the brand’s image
Displays images of women I can
relate to
© 2014 Brand Keys, Inc. 13
Engagement Driver Attributes, Benefits and Values in Driver and their percent contribution

14. • Emotionally-derived metrics
• Utilizes category-specific ideal, which identifies how customers will view a
category, evaluate brands within the category, and ultimately buy within the category
• 100% respondent driven
• Test/re-test reliability of .93 off National Samples in the US and the UK
• Recalibrated every 5 years
• B2B and B2C applications
• Used in 35+ countries around the world
• Via independent validation, Brand Keys’ metrics have been shown to correlate very highly
with positive, in-market consumer behavior and sales
Brand Keys Loyalty & Engagement Model
Technical Specifications
© 2014 Brand Keys, Inc. 14

15. Independent Validation: Brand Keys Metrics
Correlate with Sales/Profitability
24/7 Wall St., a global equity analysis firm, ran a financial equity analysis against the 598 brands
included in the Brand Keys Customer Loyalty Engagement Index (CLEI). They identified 11 brands
Brand Keys assessed as best meeting consumer expectations and found that 10 of those 11 brands
were the market leader in their category.
Aquetong Capital Advisors, an independent equity valuation firm, examined the correlation between
Brand Keys brand equity metrics and brand value. Aquetong selected 10 categories from the Brand
Keys CLEI, and found correlations ranging from a low of .830 to a high of .901, confirming the ability
of Brand Keys assessments to predict impact on future purchase behavior, and work cross-category.
The ARF ―First Opinion Research Review‖ validation of the model and methodology can be found at
http://brandkeys.com/wp-content/uploads/2011/12/013007.ARFReview.BK_.pdf .
© 2014 Brand Keys, Inc. 15

16. Multi-Category Experience via
Brand Keys Customer Loyalty Engagement Index
Airline
Allergy Medication
(OTC)
Athletic Footwear
Automobile
Bank
Beer (Light)
Beer (Regular)
Breakfast Cereal
Car Insurance
Car Rental
Casual/Fast Casual
Dining
Coffee
Computer/Laptop
Cosmetics (Luxury)
Cosmetics
Credit Card
Diapers
E-Readers
Evening News Show
Flat Screen TV
Gasoline
Headphones
Hotel (Economy)
Hotel (Midscale)
Hotel (Luxury)
Hotel (Upscale)
Instant Messaging Apps
Insurance (Home)
Insurance (Life)
Major League Video
Major Sports League
MFB Office Copier
Morning News Show
Mutual Fund
Natural Food Stores
Online Brokerage
Online Music
Online Payment
Online Retailers
Online Travel Site
Online Video Stream
Packaged Coffee
Pain Reliever (OTC)
Parcel Delivery
Pet Food – Canned (Cats)
Pet Food – Canned (Dogs)
Pizza
Price Clubs
Printers
Quick-Serve Restaurant
Retail Store (Apparel)
Retail Store (Department)
Retail Store (Discount)
Retail Store (Home Improvement)
Retail Store (Sporting/ Recreational
Goods)
Search Engine
Smart Phones
Social Networking Sites
Soft Drink (Diet)
Soft Drink (Regular)
Tablets
Toothpaste
Vodka
Wireless Phone Service
2014: 64 Categories, 555 Brands
© 2014 Brand Keys, Inc. 16

17. The Clients Have Access to Best Practices and
Insights via Brand Keys Customer Loyalty
Engagement Index (CLEI)
• Annual survey (2014 is 18th year)
• 64 categories − 555 brands
• 32,000 consumer interviews
• Drawn from the 9 US Census regions
• 18-65 years old
• 70% phone interviews, 25% in-person for cell
phone only, and 5% online.
• Self-classify for category and brand usage
© 2014 Brand Keys, Inc. 17
• Male/Female

18. What Emotional Engagement Metrics
Can Do For Your Brand
• Identify real category expectations
• Identify consumer, customer and brand values, usually 12-18 months before they show up
in the marketplace or in focus groups
• SWOT can predictively identify strategies, imagery, and tactics that will allow brands to
challenge and outmaneuver competition
• Identify how brands can build consumer trust, engagement and sales.
• Provide category and brand insights that can serve as a resource for customers
• Help optimize budgets
• Help brands grow faster and more profitably
Additional Applications:
• Serve as leading-indicator brand benchmark for all research and marketing activities
• Provide an overview comparison of concept or ad performance
• Input to brand scorecards or strategic dashboards
• An engagement-based methodology to track brand performance, turning tracking into
prediction
18© 2014 Brand Keys, Inc.

19. Brand Keys Loyalty & Engagement
Model Applications
 Predictive Category Dynamics
 Loyalty and Engagement Metrics
 Brand Health
 Shopper Insights
 Customer Experience Evaluations
 Competitive Intelligence/Brand SWOT Analyses
 Communications and Concept Development
 Communications and Advertising Testing
 Ideation and Innovation Development
 Media Engagement and Optimization
 Partnership and Sponsorship Evaluations
 Brand Architecture Development
 Easily integrated with existing brand and tracking research
© 2014 Brand Keys, Inc. 19

20. 90
100
110
120
130
Taste/Reputation = 45% Quality/Trust = 25% Use/Suitability = 16% Value/Availability = 14%
114
112
123
111
109
100
114
111
106
107
112
102
97
101
106
107
Ideal Kids Cereal A Kids Cereal B Kids Cereal C
20
SWOT Analysis
Loyalty Drivers – Order of Importance
Highest Lowest
CustomerExpectationLevels
© 2014 Brand Keys, Inc.

21. 90
100
110
120
130
1Q 13 2Q 13 3Q 13 4Q 13 1Q 14
109
112
116
118
124
21
Brand HealthCustomerExpectationLevels
© 2014 Brand Keys, Inc.

22. 90
100
110
120
130
Taste/Reputation = 45% Quality/Trust = 25% Use/Suitability = 16% Value/Availability = 14%
114
112
123
111
109
100
114
111
Ideal Kids Cereal A
22
Identification of Expectation Gap by Driver
Loyalty Drivers – Order of Importance
Highest Lowest
CustomerExpectationLevels
Expectation Gap =
Opportunity for
Differentiation
Expectation Gap =
Opportunity for
Differentiation
Expectation Gap =
Opportunity for
Differentiation
© 2014 Brand Keys, Inc.

23. 90
100
110
120
130
Menu Variety = 45% Brand Value & Healthy
Choice/Quality = 25%
Customer Service = 16% Décor & Entertainment
Factors = 14%
114
112
123
111
109
100
104
111
116
105
109
112
97
101
102
111
103
100
105
108
Ideal Brand Campaign A Campaign B Campaign C
23
Strategically Test Communications and Advertising
Loyalty Drivers – Order of Importance
Highest Lowest
ExpectationLevels
© 2014 Brand Keys, Inc.

24. 24
ExpectationLevels
Path-to-Purchase Drivers – Order of Importance
Highest Lowest
100
110
120
130
140
150
160
170
Feel Good & Look Good = 33%Trusted Brand That Knows Me = 29%Innovative & Nurturing Brand For Value = 17%Effortless Transformation = 21%
168
146
160
140
Ideal
Felt better after my makeover 23%
Shows me how different products complement
one another, like lipstick/liner pairings 19%
Product lines are well-organized and well-
stocked 13%
Has “perfect match” electronic calculators 12%
Micro-skin examination 10%
Makes free samples available 9%
Beauty consultant/salesperson uniforms reflect
the brand’s image 9%
Has large backlit images of different cosmetics
and their looks 5%
Has light box mirrors that can adjust
lighting for: AM, PM, or indoor 28%
Has good lighting 25%
Offers beauty solutions that are tailored
for my lifestyle and my beauty
concerns/questions 20%
Creates a record of the products I’ve
purchased, as well as recommendations
of other crèmes, foundation, powder, eye
shadow, mascara, bronzers, highlighters,
line, lipstick, gloss, and nail polish
brushes and applicators that might work
for me 20%
Provides informative cosmetic-specific
booklets 5%
Has stand-alone information and display
cases 3%
Provides treatments and equipment for all skin types
you can sample in the store 29%
Offers an automated beauty IQ/skincare analysis 25%
Provides computerized, interactive examinations and
recommendations 24%
Offers gift bag promotions 13%
Quick mobile credit card checkout 9%
Provides professional makeovers 30%
Has well-informed, well-spoken make up artists 24%
Provides professional applicators, sponges, cotton balls
and tissues for sampling various products 18%
Has comfortable seating/stools 10%
Offers classes and workshops 10%
Offers boxed sets 8%
Shopper Insights: Experiential Elements Linked
to Drivers and Their Percent Contributions
© 2014 Brand Keys, Inc.

25. Engagement and Loyalty Measures Can Be Easily
Configured For a Brand’s Strategic Scorecard,
Dashboard, or Tracking Metrics
Emotional
Engagement
Index *
Ideal 132
Brand + Campaign A 129
Brand + Campaign B 126
Brand 124
* Weighted Performance on Category Drivers
© 2014 Brand Keys, Inc. 25

26. 26
360° MEDIA OPTIMIZATION
Brand-to-Media Engagement: Best-in-class, leading-edge leading-indicator media platform
optimization process. A quantitatively rigorous, empirical system that charts precise effects on
awareness, brand image, brand equity and purchase behavior directly attributable to a brand’s
placement in a particular media vehicle.
Breakthrough Digital Platform GPS© recognizes that consumers engage with digital
differently, dependent on how they engage in the category. This pinpoints the intersection of
brand engagement and digital enabling brands to get very specific in messaging and very
strategic in media placement.
© 2014 Brand Keys, Inc.

27. Loyalty Drivers – Order of Importance
Highest Lowest
CustomerExpectationLevels
100
105
110
115
120
125
130
135
Location & Value =40% Merchandise Range =24% Shopping Experience
=20%
Store Reputation =16%
119
116
125
117
109
110 110 110
107
108
105
111
106
108
103
108
116
114
115
112
119
113
120
112
Ideal Brand Brand on Fox News Brand on Iron Chef America Brand on The Blacklist Brand on The Good Wife
Brand-to-Media Engagement Measures –
Media Programming Effects
27© 2014 Brand Keys, Inc.

28. CustomerExpectationLevels
100
105
110
115
120
125
130
135
B2ME Scores
119
110
108
106
114
116
Ideal Brand Brand on Fox News Brand onIron Chef America Brand on The Blacklist Brand on the Good Wife
Brand-to-Media-Engagement Index Performance
(Weighted Performance on Category Drivers)
28© 2014 Brand Keys, Inc.

29. Brand-to-Media Engagement Metrics ROI Correlations
Correlations 0.91 0.65 0.87 0.76 0.85
Audience B2ME Score*
Category-Aided
Awareness
Brand Strength
Rating
Behavior
(Average # of
Visitors)
Viral
(% posting to
Facebook or
texting)
Sales
($)
Target Promo on
Dancing With the
Stars
118 42% 89% 3.9 17% $28.13
Target Promo on
The View
106 40% 85% 3.7 13% $20.27
Target Promo on
The Closer
100 35% 86% 2.8 12% $21.91
* Weighted Performance on Category Drivers
© 2014 Brand Keys, Inc. 29

30. The Digital Platform GPS©
Orienting Brands in the Digital World
How are consumers
engaging with digital
platforms in the category?
How are consumers
engaging with the
category itself?
+ =
Digital Platform GPS℠ -
The intersection of digital
platform and brand
engagement
© 2014 Brand Keys, Inc. 30

31. Brand Keys Digital Platform GPS Analysis
For Category X
20%
19%
16%
12%
6%
5%
4%
4%
4%
3%
3% 2%2%
Search Engines (Google, Yahoo)
Local Listings (Yelp, Yellow Pages)
Email
Brand's Website
Social Networks
Digital Newspapers
Paid Search (PPC)
Display Ads & Banner Ads
Online Video
Mobile Apps
Blog
Mobile Advertising (online/apps)
Digital Magazines
31
Facebook 32%
Google+ 29%
YouTube 17%
Twitter 13%
Pinterest 5%
Instagram 4%
© 2014 Brand Keys, Inc.

32. 100
110
120
130
140
150
Trusted Brand for Value
=29%
Safe to Use =25% Strong Relief =24% Family Friendly =22%
134
130
125
120
Brand Keys Digital Platform GPS Assessments
Identify How The Brand Can Best Communicate Strategically
CustomerExpectationLevels
Loyalty Drivers – Order of Importance
Highest Lowest
-Shopping Portals
-Digital Magazines
-Digital Newspapers
-Email
-Brand’s Own
Website
- Search
- Browsing Portals
-Gaming
-Music
-Mobile Apps
-Social Networks
Source: 2013 Brand Keys Digital Platform Engagement Index
-Online Video
-Classified
-Blogs
© 2014 Brand Keys, Inc. 32

33. Brand Keys Advantage
• A flexible system that is both innovative and comprehensive. A truly customer-centric brand
benchmark for the evaluation and tracking of brand initiatives.
• Independently validated loyalty and engagement model correlating highly with
sales, profitability and corporate valuation.
• Proprietary B2C and B2B loyalty and engagement applications deployed worldwide.
• Industry recognized leading-indicator loyalty and engagement model.
• Brand Keys’ metrics have been shown to correlate very highly with positive, in-market
consumer behavior and sales.
33© 2014 Brand Keys, Inc.

34. 34
Annually, we look at how closely what we’ve said —
based on our predictive loyalty and engagement metrics — in our blog, The Keyhole, and in our
Forbes column, matched up with actual results in the marketplace.
In short, to see what happened.
Listen in on (or download) results in categories including smartphones, beer, retailers, cars,
service providers, major league sports, and trends in 2014.
brandkeys.com/brand-stories
© 2014 Brand Keys, Inc.

35. Leigh Benatar
EVP, Brand Keys, Inc.
212-532-6028 x15
leighb@brandkeys.com
www.brandkeys.com
For further information and to discuss your needs please contact:
35