TheDrum: Apple, Google, Lego, Tesco and BMW top UK's most loved brands on social media
The study measured positive sentiment expressed on social media towards the leading brands across networks including Twitter, Facebook, Instagram and Tumblr.
It found that tech brands Apple and Google sat atop the list in first and second place respectively, in third was Lego followed by Tesco, BMW, Adidas, Audi, Porsche, Gucci and BP. Quintessentially British brands British Airways and Marks and Spencer clock in at 14th and 15th.
In Netbase’s second annual Brand Love report, the ordering of the top five brands remains unchanged, albeit Google made up ground on first place Apple.
Paige Leidig, chief marketing officer of NetBase, said: “Understanding consumer preference is one part art and one part science and is much more than measuring the volume of social media content or sentiment it’s about the intensity of passion and feeling which is the information that drives intelligent brand decision making.
“Social passion provides new insights into brand health and the effectiveness of campaigns; this data is so powerful that it can help to pinpoint geographically where more love is needed which has also been linked to have a direct correlation with return on investment.”
Netbase calculated consumer emotion by calculating a metric encompassing volume of mentions, intensity of consumer “passion”, net sentiment and the Brand Passion Index.