The majority of urban consumers in Brazil, Russia, India and China is highly aware of a multitude of German brands. However, there is great potential to further exploit the strengths of German brand origin in these growth markets. This is a key finding of globeone’s first BRIC Branding® Survey. In total, more than 4,000 consumers in the 20 most important cities in BRIC were interviewed throughout the first half of 2011 about their awareness, preference and purchase frequency of German brands.

1. BRIC Branding® Survey
The Perception of German Brands in the World’s
Key Growth Markets
September 2011
Cologne | Shanghai | Beijing | Mumbai | São Paulo | Singapore
© Copyright
This document of globeone GmbH is intended exclusively for the client or addressee. It remains exclusive property of globeone GmbH until the rights of use are expressly
transferred. Any revision, use, duplication or commercial distribution of this work is permitted only with written consent of globeone GmbH. This document is a discussion
paper. It makes use of secondary information and hypotheses and is therefore for discussion only. It does not include any recommendations or binding statements.

2. 2
• Executive Summary
• Survey Approach
• Germany’s Image in BRIC
• Leading German Brands in BRIC
• Insights into Information Channels in BRIC
• Marketing and Communication Strategies for BRIC
• About globeone
Agenda

3. 3
Key findings – Germany’s image in BRIC¹
Executive summary (1/2)
Source: globeone
COUNTRY-OF-ORIGIN IMAGE OF HIGH IMPORTANCE IN BRIC COUNTRIES
In BRIC countries, the Country-of-origin Image (COO-Image) is of central importance for consumers and
B-to-B buyers in the purchase decision process.
POSITIVE ATTITUDE TOWARDS GERMAN BRANDS
The vast majority of the urban BRIC population has a positive attitude towards German brands – highest
preference is evident in Russia followed by Brazil, India and China.
GERMAN BRANDS LEAD NATION RANKING
In general, German brands are favored over Japanese, American, French or Chinese brands. This perception
is especially distinctive for traditional values like reliability, quality and trustworthiness.
SHORTCOMINGS IN MODERN VALUES
German brands show some shortcomings for “modern” values as they are not perceived as being highly
innovative or exciting. Japan and the US are in the lead for these attributes.
POTENTIAL BARRIERS TO ENTER MASS MARKET
Most German brands have a strong premium image. Thus, many of them are perceived as being expensive
and face potential barriers to gaining a significant share in the overall market.
¹ The term BRIC is an abbreviation that represents the key growth markets Brazil, Russia, India and China.

4. 4
Key findings – Leading German brands in BRIC
Executive summary (2/2)
Source: globeone
GERMANY IS BEST KNOWN FOR TRADITIONAL INDUSTRIES
German brands are most famous in the automotive sector. In addition, German home appliances and
machinery also enjoy high awareness and preference.
BMW IS THE MOST WELL-KNOWN GERMAN BRAND
Vast majority of interviewed BRIC population is aware of multiple German brands – BMW (89%) is in the
pole position followed by Mercedes-Benz (87%) and Adidas (85%).
BMW AND PORSCHE ARE THE BEST-LIKED GERMAN BRANDS
Automotive brands are leading the ranking with BMW (84%) and Porsche (84%) as most popular German
brands in BRIC. Hugo Boss (81%) is the first non-automotive brand behind the automotive champions.
ADIDAS IS THE MOST FREQUENTLY PURCHASED/ USED GERMAN BRAND
The most frequently purchased/ used German brand in BRIC is Adidas (60%) followed by Nivea (51%) and
Puma (42%). Many German brands display very low market penetrations among average urban consumers.
INTERNET MOST POPULAR SOURCE TO LEARN ABOUT FOREIGN BRANDS
The Internetis the leading source for BRIC consumers who want to research information about foreign
brands. The other important sources include TV and personal recommendations by family or friends.

5. 5
• Executive Summary
• Survey Approach
• Germany’s Image in BRIC
• Leading German Brands in BRIC
• Insights into Information Channels in BRIC
• Marketing and Communication Strategies for BRIC
• About globeone
Agenda

6. 6
Countries/ Cities:
Brazil Russia India China
São Paulo Moscow Mumbai Shanghai
Rio de Janeiro St.Petersburg New Delhi Beijing
Porto Alegre Novosibirsk Bangalore Guangzhou
Recife Yekaterinburg Chennai Chengdu
Brasília Nizhny Novgorod Pune Wuhan
Objectives:
• Identification of Country-of-origin Image (COO-Image) relevance in BRIC
• Assessment of perception of German brands amongst urban citizens
• Strengths & weaknesses of German brands and strategic implications
Method/ Timing1:
• Inclusion of DAX, MDAX companies and other major German brands
• Computer-assisted telephone interviews: n ≈ 1,000 per country
• Field work: first half of 2011
Over 4,000 interviews in 20 of the most important BRIC
cities to analyze the perception of German brands
Survey approach – Objectives and scope
Source: globeone
¹ Representative survey of urban population based on field research conducted by certified market research agencies in each country.
German brands

7. 7
Survey approach – Country-of-origin definitions
Source: globeone
COO – DEFINITIONS
“Country-of-origin is defined as the country where corporate
headquarters of the company marketing the product or brand
are located. This does not require local manufacturing.” 2
“Consumers and customers associate positive or negative
attributes with a company, product or brand if they know it
originates from a certain country.“ 3
COO – HIGH INTEREST
“Country-of-origin effect is one of the most analyzed phenomena
in consumer behavior in international markets.“ 1
Country-of-origin (COO) as key factor for purchase
decisions
Sources: 1) Amine et al. (2005): Executive Insights: Exploring the Practical Effects of Country of Origin; 2) Daniels, J.D./ Radebaugh, L.H., (2002): International Business;
3) White, P.D./ Cundiff, E.W. (1978): Assessing the quality of industrial products.
German brands

8. 8
Survey approach – Country-of-origin relevance
Source: globeone
Important success factor in BRIC
Emerging middle class consumers in BRIC markets are particularly
sensitive related to the COO-Image resulting from:
• Social mobility: Local consumers’ demand for prestigious
brands to display their economic progress
• Novelty: Lower availability and higher novelty of foreign
brands
• Limited trust: Lower level of quality and marketing
competence of local brands in most emerging markets
BRIC-specific relevance of a positive COO-Image
A positive COO-Image can:
• Increase perceived quality and prestige of a brand
• Promote consumers’ purchase intentions in favor of a brand
Potential for increasing brand performance dependent on
industry and product category
General relevance of a positive COO-Image– Perception of a brand’s corresponding
country-of-origin –
!

9. 9
• Executive Summary
• Survey Approach
• Germany’s Image in BRIC
• Leading German Brands in BRIC
• Insights into Information Channels in BRIC
• Marketing and Communication Strategies for BRIC
• About globeone
Agenda

10. 10
Majority of BRIC population confirms high importance of
COO-Image in the purchase decision process
Germany’s image in BRIC – Importance of COO-Image
Not important
at all
Not important
Does not
really matter
Very important
Relatively
important
1%4%0%
0%
36%
29%
10%
20%
5%
61%
29%
10%
31%
38%
19%
8%
14%
47%
25%
13%
Sample size per BRIC country: 1,023 (Brazil), 1,000 (Russia), 1,000 (India), 1,010 (China)
Q.: How important is the country-of-origin of a brand to you when you purchase a product or service?
Source: globeone

11. 11
• Two thirds of
respondents have
a positive attitude
towards German
brands
• Only a very small
fraction (6%)
dislikes German
brands
• Manifold
opportunities for
an effective
positioning
utilizing the
country-of-origin
potential
German image as asset – 66% of urban BRIC population
confirm positive image of German brands
Germany’s image in BRIC
Total sample: 4,033 respondents from BRIC
Q.: Do you like German brands, products or services?
– General attitude towards German brands in BRIC –
1%
5%
28%
43%
23%
0%
10%
20%
30%
40%
50%
I do not like
German brands
at all
I do not really
like German
brands
I do not have a
preference
I like German
brands
I like German
brands very
much
66% associate positive
image
Source: globeone
!

12. 12
I do not like
German
brands at all
I do not really
like German
brands
I do not have
a preference
I like German
brands
I like German
brands very
much
22%
59%
13%
5%
1%
45%
43%
11%
0%
1%
16%
33%
42%
7%
2%
9%
38%
47%
5%
1%
Russia, followed by Brazil, shows strongest preference for
German brands
Germany’s image in BRIC
Sample size per BRIC country: 1,023 (Brazil), 1,000 (Russia), 1,000 (India), 1,010 (China)
Q.: Do you like German brands, products or services?
Source: globeone

13. 13
Example China – Large potential in middle class due to
widespread positive attitude towards German brands
Income distribution in RMB/month: Emerging middle class (2,700-8,100), Middle class (8,101-18,000), Lower affluent (18,001-36,000), Upper affluent (36,001 and
above). Exchange rate: 1 RMB = 0.11 € (September 2011). Q.: Do you like German brands, products or services?
– Lower affluent –– Middle class –– Emerging middle class –
Source: globeone
0%
67%
0%
33%
0%
33%
12%
0%
44%
11%
16%
34%
7%
2%
41%
8%
5%
1%
38%
48%
– Upper affluent –
I do not like
German
brands at all
I do not really
like German
brands
I do not have
a preference
I like German
brands
I like German
brands very
much
57% and 77% associate
positive image
Germany’s image in BRIC – Income class differences

14. 14
Germany’s image in BRIC – Income class differences
Example Brazil – German brands enjoy a very high
reputation across all income classes
– E –
(< 457)
– D –
(> 457)
– C –
(> 914)
– B –
(> 2,284)
– A –
(> 4,568)
15%
60%
14%
9%
2%
14%
63%
15%
7%
1%
22%
55%
17%
5%
1%
33%
58%
6%
3%
0%
41%
54%
3%
1%
1%
I do not like
German
brands at all
I do not really
like German
brands
I do not have
a preference
I like German
brands
I like German
brands very
much
Over 90% associate positive imageOver 75% associate positive image
Q.: Do you like German brands, products or services?
Source: globeone
Exchange rate: 1 R$ = 0.45 € (September 2011)
– Liking of German brands across social classes (according to gross monthly income in €) –

15. 15
Germany’s image in BRIC – Detailed perception of brand attributes
Germany most strongly associated with traditional values
like quality and reliability
– Perception of brand and product attributes based on respective countries (Germany, US, Japan, China) –
Excellent quality
Good reliability
High durability
High performance
Outstanding design
High prestige
Sophisticated
Total sample: 4,033 respondents from BRIC
Q.: We are interested in the important brand & product characteristics e.g. design, quality. Which countries are most strongly associated with these characteristics?
Germany
US
Japan
China
Source: globeone
0% 20% 40% 60%

16. 16 Source: globeone
17%
20%
33%
38%
40%
0%
10%
20%
30%
40%
50%
China France US Japan Germany
German brands and products enjoy the strongest
reputation in BRIC based on 15 key brand dimensions
Germany’s image in BRIC – Country brand image strength index
– Country brand image strength index –
(average scores of 15 relevant dimensions)
Total sample: 4,033 respondents from BRIC

17. 17 Source: globeone
• German brands
are mostly
perceived as
relatively
expensive
reflecting their
focus on the
premium
segments
• Large potential to
target emerging
middle class with
more locally
adjusted portfolio
consisting of less
expensive
products/ brands
1%
3%
34%
46%
16%
Very cheap Relatively cheap Similar to other
countries' brands
Relatively expensive Very expensive
Total sample: 4,033 respondents from BRIC
– Price perception of German brands in BRIC –
Q.: What do you think about German brands in terms of price?
Very cheap
Relatively
cheap
Very
expensive
Relatively
expensive
Similar to other
countries` brands
62% of interviewees perceive German brands as relatively
or very expensive
Germany’s image in BRIC – Price perception

18. 18 Source: globeone
– Industries/ categories most commonly associated with Germany –
Total sample: 4,033 respondents from BRIC
12%
12%
17%
18%
18%
26%
31%
40%
43%
77%
0% 20% 40% 60% 80% 100%
Eco-friendly technology
Services (Insurance etc.)
Detergent
Clothing/ Fashion
Food
Cosmetics/ Perfume
Football
Pharmaceuticals/ Medicine
Machinery
Home appliances
Automotive
• Traditional
industries like
automotive and
home appliances
lead the ranking
• Eco-friendly
technology not yet
strongly associated
with Germany
• Germany less likely
to be associated
with consumer
goods and services
Q.: What categories do you think German brands are famous for?
11%
Germany most famous for cars, home appliances,
machinery and pharmaceuticals
Germany’s image in BRIC – Top categories for German brands

19. 19
5%
6%
7%
7%
10%
11%
16%
21%
23%
28%
30%
33%
0% 10% 20% 30%
Porsche
Braun
Metro Cash & Carry
Puma
Nivea
Bosch
Adidas
Siemens
Audi
BMW
Mercedes-Benz
Volkswagen
– Spontaneously remembered German brands in BRIC (top12) –
Total sample: 4,033 respondents from BRIC
Q.: Which German brands do you know ? Please name as many as come to your mind spontaneously.
0%
20%
40%
60%
80%
Can recall a
German brand
Can't recall a
German brand
Vast majority of interviewed BRIC population
spontaneously remembers multiple German brands
Source: globeone
72%
28%
Germany’s image in BRIC – Unaided awareness

20. 20
• Executive Summary
• Survey Approach
• Germany’s Image in BRIC
• Leading German Brands in BRIC
• Insights into Information Channels in BRIC
• Marketing and Communication Strategies for BRIC
• About globeone
Agenda

21. 21
• German car
manufacturers
lead the top 12
ranking
• BMW (89%) is the
best-known
German brand
followed by
Mercedes-Benz
(87%)
• Adidas (85%) is
only non-
automotive brand
among top 5
• Nivea is only FMCG
brand in top 12
(74%)
– Aided awareness in BRIC overall (top 12 out of 45) –
Total sample: 4,033 respondents from BRIC
Q.: I will read you a list of German brands. Please tell me, which brands do you know?
0% 20% 40% 60% 80% 100%
BMW
Mercedes-Benz
Adidas
Volkswagen
Audi
Nivea
Puma
Siemens
Bosch
Porsche
Bayer
Braun
89%
87%
85%
83%
82%
74%
74%
69%
61%
58%
50%
45%
(3593)
(3498)
(3442)
(3339)
(3289)
(2979)
(2968)
(2790)
(2441)
(2330)
(2000)
(1803)
Source: globeone
Leading German brands – Aided awareness
Top 12 – Car manufacturers are best-known German brands
with BMW as single most known brand

22. 22
• German top 12
brands are liked by
77% or more of
respondents
• Automotive brands
lead ranking with
BMW (84%) and
Porsche (84%) as
best-liked German
brands in BRIC
• Hugo Boss (81%)
first non-automotive
brand in the ranking
• Metro Cash & Carry
(77%) as only B-to-B
brand among top 12
Leading German brands – Positive image
¹ Based on interviewees who know the brand
Q.: Do you like this brand in general? (Only brands known to interviewee)
– Positive attitude towards German brands in BRIC¹ (top 12 out of 45) –
Source: globeone
Top 12 – Automotive industry leads image ranking with
BMW and Porsche as best-liked German brands
0% 20% 40% 60% 80% 100%
BMW
Porsche
Mercedes-Benz
Audi
Volkswagen
Hugo Boss
Bosch
Adidas
Bayer
Dr. Oetker
Metro Cash & Carry
84%
84%
83%
82%
81%
81%
81%
79%
78%
78%
77%
(3018)
(1948)
(2903)
(2703)
(2718)
(1328)
(1965)
(2727)
(1556)
(889)
(1210)
77%Puma (2283)

23. 23
Leading German brands – Recognition of German brand origin
Q.: Do you think this brand is originally from Germany or not? (Only brands known to interviewee)
Source: globeone
• Deutsche Telekom
and Deutsche Bank
lead ranking - very
likely due to
“Deutsche” in brand
name
• None of the leading
car manufacturers
among top 3
• Volkswagen (77%)
with its “Das Auto”
claim scores highest
recognition of
German origin
among car brands
• German origin of
niche player Zwilling
perceived by 83%
Top 12 – High recognition of German origin for car
manufacturers and some niche players
91%
87%
84%
83%
82%
78%
79%
77%
77%
75%
75%
74%
Deutsche Telekom
0% 20% 40% 60% 80% 100%
Deutsche Bank
Zwilling
MAN
Lufthansa
Carl Zeiss
Volkswagen
Braun
Bayer
Boehringer-Ingelheim
Audi
(957)
(1237)
(583)
(536)
(712)
(1167)
(721)
(2568)
(1385)
(1499)
(724)
(2429)
– Recognition of German brand origin¹ (top 12 out of 45) –
ThyssenKrupp
¹ Based on interviewees who know the brand

24. 24
• Top 12 mainly
consists of brands
from B-to-C sector
led by Adidas (60%)
and followed by
Nivea (51%)
• Puma with 3rd
highest purchase
rate (42%)
• Volkswagen as
most purchased/
used German car
brand (25%)
Leading German brands – Purchase/ usage
Q.: Which German brands have you bought/used or which services have you used?
– Purchase/ use of German brands in BRIC (top 12 out of 45) –
Source: globeone
60%
51%
38%
33%
25%
23%
23%
22%
19%
18%
Adidas
0% 20% 40% 60%
Nivea
Siemens
Bosch
Volkswagen
Braun
Metro Cash & Carry
Hugo Boss
Dr. Oetker
Osram
(2416)
(2071)
(1529)
(1335)
(1013)
(934)
(926)
(874)
(758)
(735)
Top 12 – Leading brands with relatively high purchase/
usage rate. Adidas in pole position
42%Puma (1710)
30%Bayer (1218)
Total sample: 4,033 respondents from BRIC

25. 25
• Executive Summary
• Survey Approach
• Germany’s Image in BRIC
• Leading German Brands in BRIC
• Insights into Information Channels in BRIC
• Marketing and Communication Strategies for BRIC
• About globeone
Agenda

26. 26
Internet most used source to learn about foreign brands
Total sample: 4,033 respondents from BRIC, 1) Category Internet includes Internet search engines, social media and corporate websites
Q.: How do you generally find out/ learn more about foreign brands?
– Sources of information to learn more about foreign brands –
Insights into information channels
Source: globeone
0% 10% 20% 30%
Internet1
TV
Family/ friends
Shopping center/ store
Newspaper/ magazine
Event/ tradeshow
Radio
29%
19%
13%
12%
5%
3%
19%

27. 27
Agenda
• Executive Summary
• Survey Approach
• Germany’s Image in BRIC
• Leading German Brands in BRIC
• Insights into Information Channels in BRIC
• Marketing and Communication Strategies for BRIC
• About globeone

28. 28
Improving BRIC performance through effective strategies
Strategies for BRIC – Basic implications
• Success in BRIC requires dedicated action and a clear
strategic roadmap (→ ‘one-world-strategy’)1
Strategic implications for corporations (selection):
Source: globeone
• 1:1 transfer of ‘developed market’ strategies is rarely
successful
• Almost continental complexity of China, India, Brazil and
Russia needs to be reflected in strategy development and
alignment of country organizations
• Fact-based adjustments regarding strategic focus, relevant
target groups and positioning strategy necessary
• Different levels of brand performance require a
differentiated approach
- BRIC brand performance analysis -
1 A ‘one-world-strategy’ is a strategy that considers the BRIC countries and specific consumer/ customer needs at the very center of corporate strategy

29. 29
Selected strategies for BRIC – Awareness & image challenge
Strategies for BRIC – Leveraging maximum brand potential to grow sales (1/2)
Corporation with
low brand
awareness and
thus low general
brand
performance in
all major
dimensions in
BRIC
- Key challenges -
• Lack of fact-based ‘one-world-strategy’ for BRIC
• Local organizational setup not sufficient
• Slow expansion speed beyond Tier 1 city clusters
• Inability to bridge gap between HQ and country team
• Unclear definition of market-driven strategy based
on target groups and needs in BRIC
• Ineffective activation strategy & media investment to
communicate above ‘perception threshold’
• Ineffective utilization of media vehicles
25%
50%
75%
100%
0%
Corporation
with high
awareness but
weak image as
compared to
industry
benchmarks
25%
50%
75%
100%
0%
Awareness Image Recognition Purchase Loyalty
Awareness Image Recognition Purchase Loyalty
- Key challenges -
• Under-utilization of local customer insights and thus
no quick wins
• Absence of a relevant positioning adjusted to local
target group expectation (e.g. prestige appeal)
• Low differentiation to key competitors/ local hero
brands in BRIC
• Lack of creative execution and effective media
strategy
• Shortcomings in locally relevant story-telling
- BRIC brand performance -
Source: globeone
Awareness challenge1
- BRIC brand performance -
Image challenge2

30. 30
Strategies for BRIC – Leveraging maximum brand potential to grow sales (2/2)
Source: globeone
Brand’s German
roots not
properly
recognized
- Key challenges -
• Missing link to German origin of a brand
• Advertising, PR, event or online activities lacking
proactive communication of German brand heritage
and thus no realization of additional price premium
potential
• Lack of story-telling related to the brand origin &
history although brand history is one of few
competitive advantages that cannot be easily
imitated
Brand enjoys
good reputation
but purchase
behavior and
loyalty remain
below industry
benchmarks
Awareness Recognition Purchase Loyalty
- Key challenges -
• Lack of a strategy to appeal to middle income groups
as well (e.g. creating low-cost brands for more price
sensitive target customers)
• Limited local distribution points
• Lack of implementing sequential expansion
strategies in line with regional development
• Under-utilization of global CRM basics and related
systems in the local market
• Lack of effective activation at POS & in social media
German origin challenge3
Activation & loyalty challenge4
- BRIC brand performance -
- BRIC brand performance -
Image
25%
50%
75%
100%
0%
25%
50%
75%
100%
0%
German origin focus & activation / loyalty challenge
Awareness Recognition Purchase LoyaltyImage

31. 31
Agenda
• Executive Summary
• Survey Approach
• Germany’s Image in BRIC
• Leading German Brands in BRIC
• Insights into Information Channels in BRIC
• Marketing and Communication Strategies for BRIC
• About globeone

32. 32
globeone – Driving marketing and business success in key
growth markets
Source: globeone
Global Strategy + Local Opportunity = Success in BRIC
globeone supports senior executives in systematically developing a leading brand
position and successfully managing the manifold marketing and communication
challenges in the world’s most dynamic markets.
globeone creates sustainable business value for its customers by combining marketing
and communication strategy consulting with sound implementation expertise and
hands-on project management support.
This is what globeone is all about – from insight generation to strategy definition and
joint execution.
About globeone
• Specialized strategy, marketing and communication consulting & services with focus on BRIC markets
• Headquartered in Cologne with network offices in Shanghai, Beijing, Mumbai, São Paulo and Singapore
• Providing many DAX, MDAX or EuroStoxx listed corporations with day-to-day support
• A truly global team of corporate communications and marketing experts leveraging on local insights to seize global
opportunities for our clients
• Committed, results-focused and customer-oriented in order to drive corporate success and shareholder value in key
growth markets

33. 33
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transferred. Any revision, use, duplication or commercial distribution of this work is permitted only with written consent of globeone GmbH. This document is a discussion
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