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## Strong Brand 

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At the heart of everything we do is a focus on our consumer and building our brand. 

## A BRAND THAT EXTENDS BEYOND OUR STORES 

The earmarks of a strong brand include high recognition, emotional connection, consumer trust and appeal to a loyal consumer base. Build-A-Bear Workshop had these objectives in mind when it was founded in 1997 with the mission to connect emotionally with Guests and add fun back to retail. What emerged over the next decade was a strong brand that has high awareness, stirs positive emotions with consumers and is loved by kids and trusted by parents. Our stores offer an engaging experience, customizable products and high touch service model. While other companies seem to be seeking ways to add experience to attract consumers to their stores, we are elevating our destination-based interactive retail model that is already a core competency. Additionally, we have the potential to reach more people by actively engaging a broader consumer base that is already selecting into our brand including gift givers and the demographic segments 

that are “over 14” and “under 3.” As we evolve our brand and see it through fresh eyes, the way our consumers do, we will expand the seasons, reasons and occasions that drive visitation and add incremental purchases … in retail and beyond. 

## HIGHLY RECOGNIZED, TRUSTED AND EMOTIONALLY CONNECTED 

A strong brand is recognized by consumers and has a distinct personality and unique identity that connects emotionally. Independent research gives the Build-A-Bear brand high scores on a recognition basis and relative to other family-oriented retail brands that have much longer histories and larger physical footprints. In addition, key brand perceptions of Moms show that a trip to one of our stores is viewed as fun, evoking happiness and making special memories. We have a premium brand and as such, our brand is viewed as high quality and one that parents trust. Build-A-Bear empowers kids to be creative, make their own choices and share in a fun, heartfelt 

