Top Brands On The Net

BBC News: "eBay is the top brand name on the net, according to calculations by net monitoring company Envisional. It scored the highest in terms of how positively it is perceived on the net, compared to McDonald's which had the most negative perception online." Link: Envisional says the top ten brands - selected from the brandchannel.com - are these:

1. Google
2. Sony
3. eBay
4. Disney
5. UPS
The ranking is calculated on Envisional's DEX metric which, the BBC report says, works like this: The DEX metric is worked out based on the number of web pages, news sites and bulletin boards which feature each brand, as well as the prominence of the company name in each occurrence. The popularity of each company is then judged by combining "sentiment" measurements, which scores each brand name according to negative and positive references in the context in which the brand is discussed. That sentiment measurement is used to work out eBay's position as the 'most positive' brand on the net and, in contrast, Envisional blog. (The blog, incidentally, has no commenting, trackbacks nor RSS feed. A really one-way channel - a curious means of communication for a research company.) Interesting additional comment from the BBC report: [...] a lot more people are also becoming aware of brand names online in general and talk about them online, in blogs, for instance. Market analysts Fast Talk: The Brand Called Me in open source marketing to me. Neville Hobson is the author of the popular Crayon. Visit Neville Hobson's blog:

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