Prudential s Global Brand Strategy

Prudential s Global Brand Strategy

Agenda Background Global Brand Strategy Visual Identity and Discipline Corporate Messaging Culture and Experience Closing Thoughts As of February 13, 2008 2

Background Prudential s business has diversified, we re performing well, yet we are missing an opportunity. Distribution now primarily relies on intermediaries. International presence is growing rapidly. A broader grow and protect positioning. Strong awareness in the US. The public may not be certain about what we stand for or how to do business with us. We have many different names and brands. As of February 13, 2008 3

Branding Initiative: Objectives 1. Develop a comprehensive Global Brand strategy. Aligned with our Business strategy and corporate objectives. 2. Build a powerful Brand asset. Drive sales and build shareholder value. Flexible to adapt to local markets, regulators, and competitive pressures. Foster a culture that will enhance the value over time. As of February 13, 2008 4

Our Mission, Vision, Strategy & Values OUR MISSION Help our customers achieve financial prosperity and peace of mind. OUR VISION Distinguish Prudential as an admired multinational financial services leader, trusted partner and provider of innovative solutions for growing and protecting wealth. OUR STRATEGY Capitalize on our unique combination of life insurance and asset management expertise to enable individuals and institutions in our chosen markets m to grow and protect their wealth. Our focus in our chosen markets includes: Providing for the growing retirement needs of US clients in asset accumulation, asset protection including life insurance, lifetime income and wealth w transfer. Expanding our life insurance and investment presence in key international markets. OUR VALUES Worthy of Trust, Customer-Focused, Mutual Respect, Winning As of February 13, 2008 5

Agenda Background Global Brand Strategy Visual Identity and Discipline Corporate Messaging Culture and Experience Closing Thoughts As of February 13, 2008 6

Global Brand Strategy Develop a powerful Brand asset to drive sales and build shareholder value while fostering a culture and discipline across the company that helps to enhance that value over time. Employ an umbrella Brand approach that leverages a common meaning, as symbolized by our Rock, across all of our businesses. Manage our Brand as a corporate asset by focusing its ongoing stewardship. The strategy goes beyond logos to the entire Brand experience. Visual Identity and Discipline How we look and feel: Foster visual identity alignment and consistency worldwide. Corporate Messaging What we say and how we sound: Promote consistent communication. Culture and Experience How we behave and interact: Encourage our people to think, speak and act in ways that create the kind of customer and employee experiences we want our Brand to deliver. As of February 13, 2008 7

Prudential s Brand Essence The Rock signifies Strength, but it must convey Relevance and Expertise as well. Relevance Throughout our long history, we have listened, anticipated, and responded to the financial needs of our customers. Expertise Strength We have more than 130 years of experience in offering and managing a broad range of financial solutions that address the needs of people and businesses in the US and abroad. Our financial stability, operational discipline, and ethical standards assure our customers about our company s commitment to grow and protect their wealth, giving them financial prosperity, security and peace of mind now and for the future. As of February 13, 2008 8

Brand Central A secure website that provides real-time access to Corporate strategy and Brandrelated information from anywhere in the world. As of February 13, 2008 9

Agenda Background Global Brand Strategy Visual Identity and Discipline Corporate Messaging Culture and Experience Closing Thoughts As of February 13, 2008 10

Umbrella Brand Approach Brand (Symbol) Logo Logo Operating Company Names For example: Prudential Financial, Inc. Prudential Real Estate Investors Jennison Associates, LLC Quantitative Management, LLC DBAs For example: Pramerica Life (Italy) Pricoa Capital Group Pramerica Real Estate Investors Bache Financial Limited As of February 13, 2008 11

Emphasize Our Rock Our Rock is a powerful, admired and recognized symbol. An emblem of what we stand for. The one element of our visual identity that can be used everywhere. re. Signifies strength; ; needs to convey relevance and expertise as well. Our Rock should be used carefully in alternative formats, with 3rd 3 parties and in JVs. Must be recognizable and its integrity maintained at all times. Legal and licensing protocol should be followed. The symbol must remain clearly associated with us to minimize reputational risk and dilution of its affiliation with Prudential and Pramerica. As of February 13, 2008 12

Prudential Territories: The Rules All businesses must use the Rock Prudential logo. Prudential operating names are not required. Exceptions: Jennison Associates Quantitative Management Gibraltar s Rock Gibraltar logo, which will not be proliferated outside of Japan. In Taiwan, Japan, and Korea, Pricoa Relocation uses the Rock-only only convention. In Taiwan, Japan, and Korea, the logo can include the local approved translation of the word Prudential only. In the US in certain limited markets, the logo with the agreed Chinese C and Korean translations (above) are permitted. No other logos with translations t are allowed. In Joint Ventures, our Rock must be clearly associated with our Brand to minimize reputational risk and dilution of its affiliation with Prudential. As of February 13, 2008 13

Pramerica Territories: The Rules All businesses must follow the Pramerica logo conventions. All businesses must use a Rock Pramerica logo. All new businesses must use a Pramerica operating name and logo. Exceptions: Bache Commodities, Pricoa Capital Group and Pricoa Relocation use the Rock- only logo convention. The Chinese-only Bao De Xin logo is an option. In Joint Ventures, our Rock must be clearly associated with our Brand to minimize reputational risk and dilution of its affiliation with Pramerica. As of February 13, 2008 14

Agenda Background Global Brand Strategy Visual Identity and Discipline Corporate Messaging Culture and Experience Closing Thoughts As of February 13, 2008 15

Align Our Corporate Messaging EXPECTATION Our corporate messaging hierarchy, used globally as a foundation for all internal and external communications, leverages our insurance heritage and investment expertise to position our Rock consistently in a modern and compelling way. RATIONALE Aligning our messaging, fosters consistency, eliminates ambiguity and confusion, and strengthens our Brand. MESSAGING APPROACH Explicitly position Prudential as a relevant, smart and strong company that is an admired multinational financial services leader, trusted partner and provider of innovative solutions for growing and protecting wealth. Our powerful and admired Rock, and its meaning, is the basis of our communications platform. This core message must be supported by our behavior and appropriately adapted to each of our targets: customers/public, investors, employees/candidates, distributors, vendors and communities. As of February 13, 2008 16

Corporate Messaging Architecture With a defined message architecture, our messaging will be consistent stent and aligned with the specific target audience. I. Meaning of the Rock Relevance, Expertise, Strength II. Our Vision Distinguish Prudential as an admired multinational financial services leader, trusted partner and provider of innovative solutions for growing and protecting wealth. Customers/ Public We are the Rock We deliver on our Vision We have a unique combination of life insurance and asset management expertise We take care of our customers Investors We are the Rock We deliver on our Vision We have a superior portfolio of businesses We provide a good return on investment through solid financial results III. Messages to Tell Employees/ Candidates We are the Rock We deliver on our Vision We are dynamic and successful We offer a good place to work As of February 13, 2008 17 Distributors We are the Rock We deliver on our Vision We are a trusted partner We will help you succeed We have compelling products and services Vendors We are the Rock We deliver on our Vision We are dynamic and successful We uphold ethical and equitable business practices. We have high performance standards. We are a trusted partner. We will help you succeed. Communities We are the Rock We deliver on our Vision We give back to the places where we live and work around the world We are a trusted partner

Agenda Background Global Brand Strategy Visual Identity and Discipline Corporate Messaging Culture and Experience Closing Thoughts As of February 13, 2008 18

Living Our Brand to Shape our Culture OBJECTIVE Build a culture in which our employees understand what our Brand stands for and what their roles and responsibilities are in delivering our Brand to our audiences. BENEFIT A strong Brand culture will drive recruitment and retention of diverse and top talent and will deliver a distinguished Brand experience inside and outside the firm. REQUIREMENTS 1. Foster executive and senior management level commitment, which is a prerequisite for creating a strong internal Brand culture. Drive one meaning for our Brand from the top down and across the entire firm. 2. Harness and focus the extraordinary energy and passion of our employees. Align our people around a consistent meaning for our Brand to energize our culture and build a powerful advantage in the market. Bake our Brand Essence into all of our messaging and activities inside and outside the firm. Tackle the issue of Ease of Doing Business to deliver an improved, differentiated Brand experience inside and with the firm (i.e., drive customer satisfaction). As of February 13, 2008 19

Enhancing Our Brand Culture Driven by our Strategy and Values, our Brand Essence should be promoted p internally and in the marketplace as the differentiating qualities of our company c and our Brand. Strategy Values Relevance, Expertise, Strength People Communicate, Train, Measure, Reward behaviors and activities that demonstrate our Brand Essence. Desired Result: Motivated employees who are engaged in shaping and delivering our desired Brand experience. Processes Align business process touch points with our Brand Essence. Desired Result: Streamlined processes that promote the ease of doing business, which is a critical factor in shaping and delivering our desired Brand experience. Products/Solutions Articulate/Communicate a Value Proposition that highlights our Brand Essence. Desired Result: Product/solution development efforts are aligned with our Brand efforts to shape and deliver our desired Brand experience. As of February 13, 2008 20

Building our Brand Culture: Brand Linkage Engage our employees and align activities and client experiences with our Brand Essence. Heighten awareness and understanding of our Brand Essence and the mandate to align our behaviors and activities accordingly. Incorporate Brand messaging in training programs. Align recruiting objectives and strategies with our desired Brand d image and experience. Educate new employees during New Hire Orientation about our Brand. Measure and reward Brand-driven driven behaviors. As of February 13, 2008 21

Agenda Background Global Brand Strategy Visual Identity and Discipline Corporate Messaging Culture and Experience Closing Thoughts As of February 13, 2008 22

Agenda Background Global Brand Strategy Visual Identity and Discipline Corporate Messaging Culture and Experience Closing Thoughts As of February 13, 2008 23

Agenda Background Global Brand Strategy Visual Identity and Discipline Corporate Messaging Culture and Experience Closing Thoughts As of February 13, 2008 24

A Collaborative Approach Will Drive Success Our brand is the sum of everything our company says and does. In a corporate culture we understand brand stewardship not so much as an issue of decentralization versus centralization, but as a commitment to establishing a common brand-based based language throughout an entire organization. This means the integration of marketing, communications, and design. It also means the entire company, from finance to legal, makes decisions based on a brand-first mind-set. James R. Gregory, Branding Across Borders As of February 13, 2008 25

Thank You! Any questions regarding the corporate branding and the global brand strategy, please contact: Carol Robbins Chief Branding Officer carol.robbins robbins@prudential.com 212-778 778-2245 Anne Angeles Director, Corporate Brand Development anne.angeles angeles@prudential.com 212-778 778-76717671 As of February 13, 2008 26