Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 1 Makethemostofnow WFA ISA GlobalConference GraceMolenaarHeadofBrandDevelopment TheVodafoneBrand Creatingacultureofbrandengagement Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 2 Wearecommittedtobuildingtheworld smostvaluablecommunicationsbrand Vision 2001 TobetheWorldLeaderinMobileCommunications Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 3 Ourglobalbrandbuildingjourneystartedonly7yearsago andhashadanumberofdistinctphases BrandMigration Hello HowAreYou Launch Vodafonelive launch MaketheMostofNow Launch OpCo HowareYou andVodafonelive executions OpCo HowareYou Executions Pre2001 2001 2002 2003 2004 2005 MTMONToneofVoice 2006 2007 Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 4 Wehavealsobuiltthebrandbyunifyingwhatwasaproliferationofsubbrandsunderasinglebrandhierarchy Products Services Inasinglebrandhierarchy thereisonlyonebrand everythingelseisinformationtohelpcustomersnavigate thisdrovetheimplementationofourcurrentnamingstrategy MasterBrand Theproliferationofsub brandswashinderingourabilitytobuildVodafoneastheleadingbrandinourcategory Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 5 Asaresultwehaveachievedtremendousgrowthinourbrandawarenessandpreference EvolutionofPreferenceforVodafoneBrand EvolutionofSpontaneousAwarenessforVodafoneBrand Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 6 Ourbrandisbuiltonafoundationofanumberofstrategiccomponents withtheMarketingFrameworkattheirheart MARKETINGFRAMEWORK BRANDEDCUSTOMEREXPERIENCE BRANDCOMMUNICATIONS BRANDVALUES ENGAGEMENT Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 7 TheMarketingFrameworkisthecornerstoneofourBrandStrategy Whyarewehere Helpingourcustomersmakethemostoftheirtime Wherearewegoing Wewillbethecommunicationsleaderinanincreasinglyconnectedworld Whatdowedo Creating deliveringunbeatableexperiencesthrough Howdowedoit BeingRed RockSolid Restless BY BY BY Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 8 WehaveputthebrandatthecentreoftheCustomerExperience ArunSarin CEOVodafone Abrandiswhatabranddoes Themostvaluablebrandsintheworldarethosewherethecustomerknowsthey regoingtogetagoodexperience SirJohnBond Chairman Vodafone Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 9 Wewantourcustomerstofeelappreciated confidentandinspired Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 10 andwehavemadeacommitmenttocustomersthroughournewCustomerPromise OurPromisetoyouWevalueyourtimemorethananyoneelse That swhy whereveryouseeVodafone youcanexpect AnetworkyoucanrelyonwhenyouneeditExpert friendlyhelpandadvice youonlyhavetoaskonceWhenyou reabroad theservicesyouneedwillbeaseasytouseasathome andyou llknowwhatyouarepayingNewandinspiringsolutionstohelpyoumakethemostofyourtime Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 11 Inthelast18monthswehavefurtherrefinedthebrandandcustomerexperience Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 12 BrandIdentity Aunique contemporaryandiconicidentitywhichgivesVodafonethestatureofaworld classbrand Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 13 Communications alllocallyexecutedtoourBrandIdea anewToneofVoiceandrefreshedBrandGuidelines Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 14 Retail anewdesignbringingthebrandideatothecustomerexperience Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 15 Sponsorship drivingbrandawarenesswithactivationoftwonewproperties Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 16 Engagingtheemployee drivingthebrandideainternally Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 17 RelevantReliableEasytouseInnovative MobileInteractionManagement Bringingthebrandideatohandsetexperience Differentiationstrategy Tomakethemostofcustomer stime Positioningstrategy CostSavinginEuropeRevenueGrowthinEmergingMarkets Globalstrategy FittingintoourStrategy AninnovativeHandsetbasedSelfCareapplication thatwillallowourcustomerstoaccessrealtimeselfcareservicesdirectlyfromtheirphones AcapabilitythatenablestailoredondeviceselfserviceandCRMtransactions Itwillradicallyimprovethequalityofuser sInteractionswiththeirproductsandservices makingthingssimplerandmoreeasilyaccessible Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 18 Sowhereareweonourbrandjourney Driveawarenessandrelevance Drivepreferenceanddifferentiation Buildregardandmomentum Wearehere 2010 Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 19 DifferentiationDrivesProfitChangesinOperatingProfit1993to1995MonobrandsonNYSE High Low Low High DIFFEREN TIATION RELEVANCE Mission Growth Death Declining Dominance COMMERCIALBRANDPOSITION Source Y R SternSteward2000 Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 20 Wearecurrentlyranked11thmostvaluablebrandintheworld Progress 2007 MostValuable250GlobalBrands2006 Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 21 EmployeeEngagementVideo Mumbai March5 2008 WFA ISA GlobalAdvertiserConference 22 VodafoneBrandStory Mumbai March5 2008 WFA ISA GlobalAdvertiser