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promise44Meets needs11Ever tried74UnaidedChina CarsSantana %(Base) (398)2422632Santana v Category(398)155223Audi v Category(398)Ogilvy Mather Ogilvy Mather ? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 11More stylish5Different21Setting trends20Want to be seen22Better quality30Growing popular28Better to drive30Higher opinion30Would remend36Appeals more23Most popular51Better price/dealCars ChinaSantana %(Base) (219)13810111137742425Santana v Category(219)211131411533Audi v Category(191)Ogilvy Mather ? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 6More stylish3Different16Setting trends13Want to be seen17Better quality28Growing popular22Better to drive25Higher opinion22Would remend29Appeals more29Most popular49Better price/deal39Meets needsCars ChinaSantana %(Base) (175)127787144201347Santana v Category(175)0142455429817Audi v Category(149)Ogilvy Mather Ogilvy Mather Ogilvy Mather Ogilvy Mather Ogilvy Mather Ogilvy Mather PresenceVoltage50 40 30 20 10 0 10 20