2.1 Basics/The design/Our modular design principle Why do we need a unique corporate design? There’s more to corporate design than meets the eye. Top 20 brand values on the EURO STOXX 50 It involves much more than just making a company look good. Corporation Ranking Ranking Brand value 2007 2006 in million € A unique look and feel helps to set a company apart from ING Groep 1 1 35,083 its competitors. It provides people with orientation. It also Unilever 2 2 30,753 ENI 3 3 29,441 enables people to develop an emotional connection, BNP Paribas 4 4 27,578 making the company more accessible and less anonymous. Nokia 5 5 26,289 Allianz 6 8 23,921 France Telecom 7 7 23,420 Corporate design also establishes a favorable and lasting Deutsche Telekom 8 6 22,685 BCO Santander 9 11 22,273 image of the brand in the mind of the customer. Total 10 10 20,905 DaimlerChrysler 11 9 19,699 This association promotes brand recognition and tells Deutsche Bank 12 14 19,575 the customer what they can expect. It benefits the AXA 13 15 19,146 Renault 14 12 18,339 awareness, reputation and imageof the company. BBVA 15 16 18,326 Carrefour 16 13 17,534 ABN Amro 17 17 17,384 In the end, effectively implemented corporate design Telefonica 18 20 17,277 results in strong visual equity, which leads to Société Générale 19 19 17,169 Telecom Italia 20 18 17,111 positive brand equity. Brand Equity Evaluation System, BBDO Consulting, Prof. Dr. Bernd W.Wirtz, Düsseldorf, Juni 2007 11