KAIZO RELEASES CONSUMER ADVOCACY WINNERS AND LOSERS

July 30th, 2008
  • Category losers: Ryanair, British Airways, TMobile and SAP
  • Category winners: Orange, Virgin, Danone and Symbian

The Kaizo Advocacy Index measures the impact of online Word of Mouth, or the brand recommendability, of 20 major brands across four sectors. The bi-annual Index examines independent links on four Google search engine tools – Web, News, Groups and Blog. Content is assigned a positive (Promoter), neutral (Passive) or negative (Detractor) score and an index is created by subtracting the percentage of Promoters from the percentage of Detractors.

Orange, Danone and Symbian rated strongly and were category winners in mobile, food and software respectively. Ryanair and British Airways reflected the poor performance experienced by the entire airline category, while TMobile and SAP were the Word of Mouth losers in the mobile and software categories.

The Kaizo Advocacy Index highlights how global corporate news can impact the online recommendability of a brand in the UK.

As in past Kaizo Advocacy Indexes, Del Monte and Heinz both suffered from negative online coverage, resulting from news around US labour issues. This indicates a need for more proactive UK-based news generation and online engagement from these companies.

“In today’s Web 2.0 world of information sharing and user-generated content, it’s easy for positive comments surrounding brands to get lost in the ocean of general, passive comments. This means that brands need to be more active online to ensure the balance remains positive, particularly when they are faced with significant industry issues,” said Rhodri Harries, managing director of Kaizo.

He continued: “Tailoring brand activity to online audiences is therefore becoming increasingly necessary, with a real need for Media Rich Content or Digital News Releases when distributing news to media; both traditional and social.”

UTalkMarketing.com - Danone most talked about food brand on the web

The Sun- Ryanair suffer over service

Talking Retail - Danone leads on Kaizo recommendations index

Mobile Marketing- Orange Triumphs in Advocacy Index

High Beam Research - Further Woes For Ryanair In Kaizo's Consumer Advocacy Index; All Airlines Face Decline In Online Recommendations, But Ryanair Remains At The Bottom Of The Rankings.

Creative Match- Kaizo reveals which brands are winners and which are losers

Design and implementation by Benchmark