Monday, July 4, 2011

Brand Mojo quick update

To my faithful readership: Thank you for your patience. I've been busy preparing (and presenting) some of my research at conferences. I'm back from my hiatus with a lot of fresh content for this blog. But first, here's a quick Brand Mojo update. Let's look at the top 10 most loved corporate brands on the leaderboard:

Some quick observations:
1. The top ten continue to be very stable. Since the site began - Google has been dominant (although it is starting to slip from the overall 4.8 rating that it once had). The other brands in the top 20 have never been outside of the top 20.
2. The top 3 most loved brands are all free brands. Google, YouTube and Wikipedia give unbelievable value for money (free!)
3. One gender can drive up a brand. Check out the rating discrepancies between women and men on Tiffany. I ran a quick t-test and (surprise surprise) the rating gap is significant.
4. There seems to be a nostalgia impact on the most loved brands. Lego, Disney, and Warner Bros (via Looney Toons) are all endowed with rich, playful, emotional childhood associations.

What about the most hated corporate brands?

Tobacco, controversial and scandal-ridden brands (Halliburton, Bratz) continue to bottom feed on the leaderboard. Here's something new. MySpace became a new entrant into the most hated brands. With so many "haters" and "ambivalents" towards the brand, is it any wonder that MySpace recently sold for a dismal $35 million (representing a $500million loss for NewsCorp)?

This raises a question. If the lovers to haters ratio shifted so much so fast for MySpace, how is FaceBook doing? While still strong, the Facebook ratings are falling significantly, particularly around men. The summer 2011 ratings are below, down from an average of over 4.0 just 6 months ago.

This takes us to a quick recap of the most loved not for profit brand and celebrity brand. The Red Cross continues to be the most loved not-for-profit brand. On the celebrity front, Halle Berry has replaced George Clooney as the most loved celebrity. This switch may be more to do with Clooney's declining ratings which seem to correlate with his recent movie flop (the American). Clooney's ranking is still #2 but his ratio of lovers has fallen substantially.

That takes us to the most hated celebrities? Former American president George W. Bush and Hugo Chavez continue to battle for this position.

You can rate brands at and check out the leaderboard for more rankings.

1 comment:

  1. Thanks for this great update.
    I'm wondering where do brands like iPhone, BBerry, & most recently Android phones rank in the list?