The Power of Our Positioning The Raytheon positioning statement is a clear, Anything that doesn’t reflect and reinforce our brief statement of our value proposition, target brand positioning is potentially off-message. audience and market positioning. The role of This does not mean that these exact words must our positioning statement is to serve as a point be used in every communication. Rather, this is of reference for the company. what we want customers to think — and say — about us. Brand Attributes Forthright Brand attributes differentiate Raytheon from our competitors and represent Raytheon is widely recognized as a responsible, ethical corporate citizen. our corporate personality. They’re the words we want customers to use We adhere to the highest standards of integrity and honesty in our when they describe us. communications with employees, customers and business partners. Pioneering Precise Raytheon’s heritage of innovation and invention is unparalleled. Our Raytheon technology is repeatedly chosen for critical situations where lives technology continues to serve as a catalyst for smarter, faster and more depend on exact performance and error-free protection. We are committed powerful systems. to continuous process improvement through the lifetime of our contracts Astute and products. Raytheon thinks three moves ahead to anticipate technology that aligns Confident with the rapidly changing defense and aerospace landscape. Customers can be confident in their choice to work with Raytheon. Collaborative We have all the right ingredients for stable operations and positive Raytheon works in close partnership with customers to leverage our financial growth. specialized technology and experience to create integrated solutions that meet their exact specifications. RAYTHEON LOGO GUIDELINES 4