car t nomenclature and positioning-2

CAR-T: Market Perspectives April 15, 2015 Brand Acumen The Global Leader in Pharmaceutical Name Development

CAR-T: Market Positioning

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The purpose of this presentation is to examine the CAR-T market landscape with an eye on brand positioning, market messaging and current external perceptions. The contents include a high level overview of the nomenclature and nascent brand architecture of the primary companies, a review of the evolving CAR-T lexicon, and the results of a CAR-T specific Brand Equity Perception Study conducted in March, 2015.

Differentiation Dimensions

Overview: The CAR-T

Nomenclature and Nascent Brand

Architecture

Brand Acumen’s CAR-T

Brand Equity Perception Study

March, 2015

A Review of the Evolving

CAR-T Lexicon

Celyad Transposagen Cellular Biomedicine Carsgen Unum Caribou Biosciences Xcyte WuXi Atara

CAR-T émergent nomenclature

corp

orat

e br

ands

CAR-T a new lexicon

chimeric antigen receptor therapy

Surv

ey D

esig

n

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To initiate the CAR-T Brand Equity Study we surveyed five segments of Key Innovation Leaders (KILs). •  Bio Industry Writers (8) •  Venture Capitalists (7) •  Oncologists (35) •  CAR-T Specific Researchers (21) •  Market Makers/Analysts (12)

CAR-T Brand Equity Perception Study

Brand Acumen’s CAR-T Brand Equity survey methodology brings together market, brand, competitive, and technological attribute perceptions. A corporate brand’s performance can be assessed allowing for a roadmap for improvement to be identified in micro-niche biotech ecosystems.

sample size/

number of respondents

Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. The scores are weighted based on respondents answers to quantitative and qualitative criteria.

chimeric antigen receptor therapy

CAR-T: The Main Players A Review of Company Nomenclature and Results of the Brand Acumen CAR-T Brand Equity Perception Study

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CAR-T nomenclature

@Na

scen

t CAR

-T N

omen

clat

ure

tisagenlecleucel-T

Alternative Names: •  Anti-CD19-CAR retroviral vector-transduced autologous T

cells - University of Pennsylvania

•  Anti-CD19-CAR transduced T cells - Novartis/University of Pennsylvania

•  CART-019; CART-19; CART-19 cells

•  Chimeric antigen receptor-modified T cells against CD19 - University of Pennsylvania/Novartis

•  CTL 019

•  LG-740

Most Recent Events 26 Feb 2015 Phase-II clinical trials in Diffuse large B cell lymphoma in USA (IV) (Novartis, pipeline, February 2015) 08 Dec 2014 Efficacy data from a pediatric study in Acute lymphoblastic leukemia presented at the 56th Annual Meeting and Exposition of the American Society of Hematology (ASH-Hem-2014) 15 Oct 2014 Interim efficacy and adverse events data from two phase I trials in Acute lymphoblastic leukemia (second-line therapy or greater) released by University of Pennsylvania

tisa – gen – lec – leu – cel - T generic name

•  MesoCART •  huCART19

non-proprietary name

CRISPR/Cas9

CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy

Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score.

CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy

Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. The scores are weighted based on respondents answers to quantitative and qualitative criteria.

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CAR-T nomenclature

@Na

scen

t CAR

-T N

omen

clat

ure

Sleeping Beauty RheoSwitch®

plat

form

bra

nds

AttSite® UltraVector®

LEAP®

CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy

Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score.

CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy

Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. The scores are weighted based on respondents answers to quantitative and qualitative criteria.

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CAR-T nomenclature

@Na

scen

t CAR

-T N

omen

clat

ure

Lentiglobin® Lenti-D® Starbeam Study North Star Study

branded clinical studies

brands

CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy

CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy

Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. The scores are weighted based on respondents answers to quantitative and qualitative criteria.

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CAR-T nomenclature

@Na

scen

t CAR

-T N

omen

clat

ure

eACT™

T-Cell Factory B.V.

acqu

isiti

on

collaboration

plat

form

bra

nd

CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy

Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score.

CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy

Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. The scores are weighted based on respondents answers to quantitative and qualitative criteria.

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CAR-T nomenclature

@Na

scen

t CAR

-T N

omen

clat

ure

CaspaCIDe™ CIDeCAR™ GoCAR-T™ DeCIDe™

brands

CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy

Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score.

CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy

Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. The scores are weighted based on respondents answers to quantitative and qualitative criteria.

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CAR-T nomenclature

@Na

scen

t CAR

-T N

omen

clat

ure

Armored CAR technology technology brand

CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy

Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score.

CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy

Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. The scores are weighted based on respondents answers to quantitative and qualitative criteria.

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CAR-T nomenclature

@Na

scen

t CAR

-T N

omen

clat

ure

pipeline identifier brand UCART

CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy

Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score.

CAR-

T Br

and

Equi

ty P

erce

ptio

n St

udy

Each of the six attribute categories are scored from 0-100 with 0 being the lowest and 100 the highest score. The scores are weighted based on respondents answers to quantitative and qualitative criteria.

evolutionary. revolutionary. disruptive.

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Brand Acumen 19 Leonard St. NY, NY 10013 Bill Smith, CEO (Call Bill. 704.906.3402) william.smith@brandacumenstudios.com