1. Icep Branding the Portuguese Trade Offer Interview findings and Work-Session April 24, 2003

30. Trade associations What effect does a brand have on the industries = Adds value = Takes away value = Indifferent

31. Trade associations What effect does a brand have on the industries = Adds value = Takes away value = Indifferent

32. Trade associations In summary

41. Perception doesn’t match reality Tourism 20% Port Wine 18% Fishing 17% Wine 13% Food & Beverage 8% Bottle Cork 5% Olive oil 5% Cloth ing 5% Ceramics & Craft 5% Agriculture 4% Foreign Perception of Top Industries (by number of mentions) Reality (2001 Exports*) * (%) of top ten total Source: Icep Evolução Sectorial Das Exportações No Período 1998 - 2001 Clothing 21% Information Technology 16% Automobile components 12% Footwear 11% Food and Beverage 9% Paper and Pulp 8% Textiles (Fabric) 7% Home Textiles 6% Bottle Cork 5% Construction Materials 5%

46. Does “Portugal” add or take away value Indifferent Indifferent Indifferent Indifferent Indifferent Indifferent Indifferent Indifferent Indifferent Indifferent

57. There is an interactive role between commercial brands and industry Trade Offer Brand Value Circle Brands Industry

58. Where awareness is shared and passed down Trade Offer Brand Value Circle Brands Industry Brand potential International brands Deliver the promise of Portugal to the outside –generate reputation Int’l Awareness Local brands Demonstrate strength in Portuguese industry Non-brands (White label) : Benefit from the reputation of the local brands to the industry –it becomes their communication Local Awareness

59. Brandscape Brands White labels Companies Industries Established Brands Developing Brands Reputation Awareness Brand Development Brand Creation Golden Brands No brands

61. Portuguese Brandscape Brands White labels Companies Industries Established Brands Developing Brands Reputation Awareness Brand Development Brand Creation TAP GALP PT MATEUS ROSÉ CAIXA GERAL DEP. BCP BES VISTA ALEGRE Golden Brands No brands

63. Portuguese Brandscape Brands White labels Companies Industries Established Brands Developing Brands Reputation Awareness Brand Development Brand Creation MGLASS VA ATLANTIS GLOBE GALO COMPAL RENOVA NAVIGATOR MIGUEL VIEIRA IMPETUS SALSA CAMPOR DALMATA FLY LONDON SAGRES LANIDOR SUPER BOCK SWEAR Golden Brands No brands

65. Portuguese Brandscape Brands White labels Companies Industries Established Brands Developing Brands Reputation Awareness Brand Development Brand Creation MACONDE TORRE JOTABE HABIDECOR NOREMA MÓVEIS VIRIATO LEVIRA MÁRMORES GALVÃO PETRATEX CRIALME GEPACK OCTAL NUMBER FIVE CRITICAL SOFTWARE Golden Brands No brands

67. Portuguese Brandscape Brands White labels Companies Industries Established Brands Developing Brands Reputation Awareness Brand Development Brand Creation CORTIÇA VINHO DO PORTO AZEITE FINANCEIROS TELECOMS CALÇADO VINHOS VIDRO CERÂMICA PAPEL ENERGIA MOLDES TEXTIL-LAR PEDRAS/ROCHAS CONSTRUÇÃO CIMENTOS ÁGUAS E SUMOS PAVIMENTOS/ REVESTIMENTOS UTILIDADES DOMÉSTICAS MOBILIÁRIO CERVEJAS AGRO-ALIMENTARES EMBALAGEM ELECTRODOMÉSTICOS METALOMECÂNICA IT´S ELÉCTRICO/ ELECTRÓNICO TECIDOS FARMACEUTICA MADEIRA CONSULTORIA BIOTECNOLOGIA COMPONENTES AUTOMÓVEL Golden Brands No brands MGLASS VA ATLANTIS GLOBE GALO COMPAL RENOVA NAVIGATOR MIGUEL VIEIRA IMPETUS SALSA CAMPOR DALMATA FLY LONDON SAGRES LANIDOR SUPER BOCK SWEAR TAP GALP PT MATEUS ROSÉ CAIXA GERAL DEP. BCP BES MACONDE TORRE JOTABE HABIDECOR NOREMA MÓVEIS VIRIATO LEVIRA MÁRMORES GALVÃO PETRATEX CRIALME GEPACK OCTAL NUMBER FIVE CRITICAL SOFTWARE

69. Trickle-down Branding The roles of the different brand categories Developing Brands White Label Golden Brands Build consumer awareness Established Brands Build reputation for Portuguese trade offer Build industry awareness Build industry strength Build path for White Labels to build consumer brands Empower “Developing Brands” in their communication y cooperation Provide permissions for “Potential Brands” to shift

70. Trickle-down Branding Example of the relationship Developing Brands White Label Golden Brands Established Brands Build consumer awareness Build reputation for Portuguese trade offer Build industry awareness Build industry strength Give awarenss to the glass industry so that other brands in glassware can evolve to consumer brands

76. Trade symbol concept

81. Thank you