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The social brand value of the world’s biggest brands

I’ve just finished working on a major report for Sociagility, which looks at 50 of the world’s most valuable brands and re-ranks them according to their ‘social brand value’. No prizes for guessing that Google comes out on top, but some quite revealing insight into the others, including:

  • Disney fares pretty well, ranking 2nd overall but being the most consistent performer across all the attributes we evaluated.
  • Way down the ranking at 13th, Johnson & Johnson actually cleans up when it comes to receptiveness – an indicator of the more ’emotional’ side of health care and pharmaceuticals, perhaps?
  • The technology brands in the top 50 – including Apple, BlackBerry, Google and Microsoft – risk a perception of arrogance, having above average popularity scores combined with below average receptiveness scores.
  • Financial services brands (VISA, Goldman Sachs and J P Morgan Chase) are amongst the worst performing brands, but the big surprise is that telecoms brands (Deutsche Telekom, Movistar and China Mobile) are down there too.

A summary report can be downloaded from our website, or you can register to download the full version containing additional data and insight.