Best Global Brands Online

October 2009

Interbrand recently published their annual "Best Global Brands List" for 2009. It includes a list of 100 brands that were ranked based on criteria such as financial data, international scope, and their Economic Value Added.

At Sysomos, we decided to evaluate these brands with respect to their online presence for the same period of time - from the start of 2009 to today. We used our Media Analysis Platform (MAP) serviceto assess online mentions of each brand this year and the sentiment expressed for these brands. We then segmented these metrics by country.

Our results take into account the top 20 global Interbrand brands from the 2009 list. The goal was to identify how a ranking based on the buzz within social media relates or varies with respect to the rankings that Interbrand produced. We noticed the Interbrandrankings takes into account parameters unrelated to mentions in social media and online sentiment. Interbrand's methodology is publicly available here.

Brands with Most Mentions in 2009

On our list, Google leads the way, followed by Apple and Microsoft. The table below shows the ranking for all 20 brands by total number of mentions online.

Rank
(by Number of Mentions
Online in 2009)
Rank in
Interbrand's
list
Brand Sector Aug to Sept 2009
% Change in Mentions

Google is seventh within Interbrand's rankings. Coca-Cola, the most valued brand according to Interbrand, is #11 on the Sysomos list.

Overall, the Sysomos list features major technology brands in the first three positions. It is interesting that the only brand with the same position on both the Interbrand and Sysomos rankings is Microsoft (#3). Apple is the brand that shows the biggest move in position between the two lists (#20 according to Interbrand, and #2 according to Sysomos).

Brands According to Sentiment

The Sysomos platform features the assessment of sentiment in a fully automated fashion. This sentiment engine is contextual, which means one can assess the sentiment relative to any specific topic or issue. For exposition, we provide a ranking of brands according to sentiment without explicitly specifying any topic or issue. We assessed the overall sentiment for each of the 20 brands for all mentions this year.

Highest Positive Sentiment
 
Rank
(by Highest
Positive Sentiment)
Rank in
Interbrand's
list
Brand Sector




Highest Negative Sentiment (among top-20 brands)
 
Rank
(by Highest
Negative Sentiment)
Rank in
Interbrand's
list
Brand Sector

Mentions by Country

We analyzed the mentions per country for Canada, U.K. and U.S. Canada and U.K. show similar rankings on the Sysomos list. Looking at the first three positions on our list for the three countries, the notable difference is that Microsoft ranks second in the U.S. (Google is first and Apple third) while Microsoft is ranked third in the UK.And Canada (Google is first and Apple second). Microsoft has nearly 25% more mentions than Apple in the U.S.!

Fastest Growing Brand

Since Sysomos has historical data, we decided to identify the fastest growing brand as far as mentions are concerned. We compared the mentions in August 2009 with those in September 2009 to identify the brand showing the largest growth in mentions. The fastest growing brand in social media for the past two months is Gillette. This is largely due to a very successful online campaign for Gillette Fusion razors and blades.

Summary

We compared two rankings of a small collection of brands that were produced in very different ways. Interbrand's ranking measures the value of brands, taking in account various criterion that is different from how people feel about a brand online. Sysomos' list, which covered the top-20 brands, found each brand to have significant online buzz and relatively favorable sentiment. The rankings, however, between the two lists do not appear to have any strong correlation. In fact, brands high in positive sentiment on the Sysomos list have lower positions on the Interbrand list. Meanwhile, brands with a high position in negative sentiment list have high positions on the Interbrand list. Not surprisingly, brands within the computer services and consumer electronics sectors have top positions in terms of the most mentions and the positive sentiment list.

Disclaimer: Data and rankings presented are solely based on Sysomos' analysis of top-20 brands. The content presented here does not reflect in any way opinions any of the brands or Interbrand.

About Sysomos

Sysomos is the social intelligence company backed by data science that gives businesses immediate context to the hundreds of millions of conversations happening online every day. The Sysomos social intelligence platform continuously decodes these conversations and news stories to give marketers real-time answers about what their customers think and feel. More than 1,400 global brands and agencies including United Health Group, 3M, Boeing, Edelman, Genetech, Marriott and Ogilvy trust Sysomos for their social intelligence. Sysomos has offices in seven cities worldwide, including London, New York, San Francisco and Toronto. 


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