‘Corporate Branding’ @KPN

Multibrand strategy

Positioning KPN brands

Certainty FairnessAutonomyStatus

First Class Internet Voel je vrij

Relatedness

Doe er je voordeel mee

How people choose Brands

We make life more free, fun and easy

by connecting.

Long term bonus reputation targets KPN (example)

100% bonus 150% bonus 200% bonusMinimum target for

vesting in 2014Minimum in 2014

Minimum in 2014

60.7 61.1 61.470.0 70.9 71.760.8 61.0 61.2

Meets customer needs

Open and transparent

Behaving ethically

Improve the price of the products 202

Improve the speed of the Internet connection 80

The speed with which a problem is solved by KPN 78

More channels with digital television 66

Less interference with digital television 63

The expertise of employees on the phone 52

The customer friendliness of employees on the phone 42

KPN should become less distant 40

Better image quality with digital television 36

More adoption of technological developments 29

Improve the quality of the mobile network 26

Suggestions for improving KPN's price/quality ratio

Top 5

Actions needed to improve meets customer needs

Simplify offerings and exceed expectation

The KPN Experience

Why?

Who?

What?

How?

We make life more free, fun & easy by connecting

We are green connectors

We connect everything & everyone in a way that isinnovative, simple, reliable and sustainable

With the best people, the best service, the best servicesand the best network

Digital technology improving life

Working together to preserve our beautiful earth

First Tier IV data center in The Netherlands Our approach to become circular company

Network energy consumption

Constantly connecting with our stakeholders

Building an emotional connection

Heart forThe

Netherlands

Culture

KPN main sponsor Dutch skating

KPN main sponsor Rijksmuseum

Impact sponsoring on reputation

43.3% of the respondents is familiar with KPN being the mainsponsor of ice skating.

People appreciate KPN sponsoring ice skating; awareness of KPN’s sponsor role in ice skating has a positive influence on KPN’s reputation

Q4 2016 Q1 2017 Gap

Het sponsorschap van KPN is goed voor de Nederlandse schaatssport. 82.8 86.1 3.3

Ik waardeer het dat KPN de Nederlandse schaatssport sponsort. 82.3 86.2 3.9

Yes NoRepTrak® Pulse 73.8 69.1Products & Services 71.2 67.9Innovation 69.1 66.5Workplace 66.9 64.4Governance 65.1 65.1Citizenship 67.5 65.8Leadership 68.4 64.5Performance 72.1 68.2

Aware of sponsorship

The sponsorship of KPN is good for Dutch skating

I appreciate that KPN supports Dutch skating

43,3%

56,7%Yes

No

App for 9000 children with heart disease

Silver line

Papageno

Impact social initiatives on reputation

More than 1/3 of the public is familiar with KPN’s initiative to bring chronically ill children back in contact with their class

Q4 2016 Q1 2017 GapKPN draagt met haar Mooiste Contact Fonds bij aan het verminderen van het sociale isolement van mensen.

82.9 80.0 n.a.Helps to reduce social isolation of people

34,8%

65,2%

Yes

No

Progress: Moving average of KPI

12-month moving average

Customer satisfaction

Net Promotor Score in The Netherlands

2014-3

20153

20166

Q1 20177

Reputation KPN Moves up from #5 to #2 in the ranking of the European Telecom Industry

New HQ KPN open to all public

Thanks for your attention