Boots, BSkyB and BT Break into the Web's Top 20 Favourite Brands
New research from Internet intelligence company Envisional shows that the word on the web is very positive about Boots, BSkyB and BT, with all three British brands making huge gains in 2007 to join the Top 20 brands for "positive buzz". Envisional used artificial intelligence-based search systems to analyse more than 1 million online references and compare April 2007 rankings with those from 2006 and 2005.
Cambridge, UK (PRWEB) May 10, 2007 -- New research from Internet intelligence company Envisional shows that the word on the web is very positive about Boots, BSkyB and BT, with all three British brands making huge gains in 2007 to join the online elite.
People are used to seeing the giants of Internet branding - Google, Microsoft and Yahoo! - wherever they look on the web. But that's not the same as liking them. While the big three continue to top the online visibility charts, they are not so dominant when it comes to the subtler measures that track online sentiment.
Envisional's annual research series, which began in 2005, looks at what people say and feel about 100 top brands, as well as their sheer prominence online.
It uses intelligent search technology to size up a brand's overall presence in the online world (the Envisional Prominence Index). But it then goes on to assess a huge sample of references - on websites, blogs and social networks - to decide whether they and the contexts they are found in are positive or negative and to arrive at a net balance for or against (the Envisional Sentiment Index).
The result is a unique snapshot of each brand's real performance in recent months. Companies like Boots, BSkyB and BT can be proud of lifting themselves many places to win their slots in 2007's Top 20 for positive net sentiment - a major factor in influencing future sales.
"It is relatively easy to measure a brand's prominence on the Internet," says Envisional CEO Michael Wheatley. "But that's far from being the whole story.
"What matters just as much is understanding the net balance of positive and negative references to a brand - and how that is shifting. By using Envisional's patented technology and tracking brands over time, managers can now observe variations in both prominence and brand sentiment, making it possible to relate these to marketing activity, media coverage and changes in the broader business environment."
Envisional's detailed research is contained in a free report published today, entitled 100 Top Brands on the Web, 2007.
The report tracks a largely unchanged pecking order within the prominence area, where the big global brands are adept at using their cash and knowhow to ensure there are few surprises.
But the unruly, democratic nature of the online world, with all its collaborative and social Web 2.0 elements, means that no-one can be sure of managing online brand perceptions through sheer PR or buying power. The battle for hearts and minds cannot be won by brute force, and Envisional's sentiment tracking research proves the point.
Right at the top of the Sentiment Index pile, where the gains and losses tend to be less spectacular, Toyota will be pleased with the steady progress that has taken it to number 5 (behind perennial favourites eBay, HP, Nokia and Federal Express). Dell and Honda (numbers 6 and 7) will be celebrating their new Top 10 placings.
But the success of the UK-based brands is the most striking feature of this year's results. Boots is at number 12, up from 29 in 2006 and 48 in 2005. BSkyB leaps to 14 from 46 and BT stands at 16, compared with 41st place last year.
For more information and a copy of the full 100 Top Brands on the Web 2007 report, contact Ian Shircore at Envisional, on +44 (0)784 177 6296 or +44 (0)1223 372400.
###
Post Comment:
Trackback URL: http://www.prweb.com/pingpr.php/UGlnZy1FbXB0LVNxdWEtRW1wdC1UaGlyLVplcm8=
Bookmark -
Del.icio.us |
Furl It |
Technorati |
Ask |
MyWeb |
Propeller |
Live Bookmarks |
Newsvine |
TailRank |
Reddit |
Slashdot |
Digg |
Stumbleupon |
Google Bookmarks |
Sphere |
Blink It |
Spurl
|
