THE RETURN TO SUSTAINABLE LONG-TERM PROFITABILITY IS BUILT ON OUR Strong Brand At the heart of everything we do is a focus  on our consumer and building our brand. A BRAND THAT EXTENDS  BEYOND OUR STORES HIGHLY RECOGNIZED, TRUSTED  AND EMOTIONALLY CONNECTED 2013 ANNUAL REPORT 3 BUILD-A-BEAR WORKSHOP, INC. 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  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.  In 2013, we started to contemporize our  brand imagery by introducing the first  update to our logo in the company’s history.