• NqueryEU

    Many studies evaluate brand value by different measures, but none rank brands by their online strength. Yet a brand’s ownership — or lack — of its Top 20 Web and Social search results is a brand statement in its own right. I thought you might be interested to see how the companies in Interbrand’s 2012 league table look when they’re re-ranked for the total value of the Top 20 search results they claim for their brand name. The summary is here http://ranktank.wordpress.com/2012/10/03/best-brands-of-2012-continue-to-dominate-online-as-well-as-offline/. (The rank-weighted scoring system used is described on the same blog.)
    Having re-ranked various branding studies (including Interbrand’s, which in my opinion is one of the best) since 2006, what’s interesting is that the brands at the top of these league tables (by almost any criteria the table is calculated) claim a higher percentage of the value of the top 20 search results than do the brands lower down. OK, with lists like Interbrand’s, we’re talking about great brands throughout, top to bottom, but nevertheless the brands at the top of these lists have a stronger lock on their online visibility and image than do the brands further down: they leave less of their online branding, reputation and sales space up for grabs.

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