Buzz means money: Social and digital media, vital to the health of successful brands
The 2012 BrandZ™ Top 100 Most Valuable Global Brands comprises many of the great and the good, the different and the special, and the most talked about.
WPP social media monitoring company, Visible Technologies, carried out an audit of the digital social and traditional buzz for each of the Top 100 brands over the last year. From this we have created an “Earned Buzz Index”, weighted by positive mentions, together with the Millward Brown BrandZ™ measure of online fans (FanZ Index).
As might be expected, the brands with more fans created more “Earned Buzz.” But the crucial finding is that brands with more fans and “Earned Buzz” levels are much more valuable.
And brand value growth is significantly better if buzz is better. The Top 10 “Earned Buzz” brands grew on average by 5 percent in value last year, while the bottom 10 declined 8 percent.
The future also is brighter. The Brand Momentum Index measures the prospects of future earnings on a scaleof 1 to 10, 10 being the most positive score. The Top 10 “Earned Buzz” brands averaged a score of 8 in Brand Momentum compared with a score of 6 for the bottom 10.
So what are the “Earned Buzz” Top 10 brands?
They are completely dominated by US technology brands, and even the one retailer, Amazon, is fundamentally a technology brand. The entertainment brand Disney is also becoming heavily dependent on the digital space.