下面是小编为大家整理的2020年品牌激情报告,供大家参考。
2
N etB ase
Q uid
B r and
P assion
R eport
2020:
T op
G lobal
B r ands
C ONTENTS
L OOKING F OR
BRAND
L O VE
.............................................................. 3 METHODOL OG Y
.................................................................................. 3 MEASURING
[ BRAND ]
L O VE :
THE
AR T
AND SCIENCE
...................... 4
GL OB AL
L O VE
LIST
ALL
ST ARS :
T OP
1 0
............................................... 5 T OP
M OST
L O VED
GL OB AL
BRANDS
( RANKED
B Y
MENTIONS )
.......... 6
GL OB AL
DISTRIBUTION
OF
T OP
BRANDS
................................. 8
INDUSTR Y
DISTRIBUTION
OF
T OP
BRANDS
.............................. 9
SHARE
OF
V OICE
DISTRIBUTION
OF
T OP
BRANDS
................. 9
T OP
1 0
GL OB AL
L O VE
LIST
INSIGHTS
............................................... 10
CA TE GOR Y
INSIGHTS
........................................................................ 29 A UT O M O TIVE
............................................................................ 29 CONSU MER
GOODS
................................................................. 30
E - C O MMERCE
............................................................................ 31
ENTER T AINMENT
...................................................................... 32 P A Y MENT
SER VICE S
.................................................................. 33 F OOD
&
BEVERA GE
.................................................................. 33 RET AIL
....................................................................................... 35 SOCIAL
MEDIA
.......................................................................... 36 TE CHNOLOG Y
........................................................................... 36 TELE C O MM UNICA TIONS
.......................................................... 37
TRANSPOR T ATION
.................................................................... 38
FINANCE
................................................................................... 38
C ONCL USION
........................................................................... 38
L ooking
f or
[B r and]
L o v e
T he
N etB ase
Q uid
Br and
P assion
R eport: T op G lobal Br ands
R eport ,
a.k.a.
“the
L o v e
List” is
a
close
look at the
br ands
c onsumers
expr ess
the
most lo v e
f or
on
social
media.
U sing
next gener ation Artificial In telligenc e
po w er ed
technology ,
w e
surf ac ed
the
str ongest,
most positiv e
c onsumer
emo tions to war ds
br ands,
then iden tified
which
br ands
get
the
most lo v e
in
this
r eport.
U nderstanding
c onsumer
pr ef er enc e
is
one-part art, and
one-part scienc e.
I t’s about mor e
than
measuring
the
objectiv e
volume o f
social
c on ten t
or
sen timen t.
I t’s also about
the
in tensity o f
passion,
f eelings
and emo tions shar ed
in
posts
acr oss
the
w eb.
S mart
mark eters
who
w an t
to
get
the
most fr om
social
pa y particular attention
to
these passions
and
use
them to
driv e
in telligen t br and
decision-making.
Social
passion
o ff ers
new
insigh ts in to
br and health,
enables
measur emen t
o f
campaigns against
lasting
emo tional assets
and
in f orms geogr aphical
action—such
as
wher e
an emo tionally driv en
campaign
c ould
deliv er maximum
impact.
And
r eturn
on
inv estmen t can
been
tied
to
r eturn
on
lo v e.
In
this
r eport,
w e
look at the
o v er all
top
most lo v ed
br ands
globally
as
discussed
on
social media
channels
w orldwide.
We
also
added
in
insigh ts fr om
our Q uid mark et
in telligenc e
pr oduct to
iden tify dominan t
and
emerging
tr ends
in
the news
media
and
see
if
these
tr ends
carry thr ough
in to
the
social
c onversation
as
seen in
the
N etB ase
pr oduct to
get
a
holistic understanding
o f
tr ends
a ff ecting B r ands
in this
r eport.
METHODOL OG Y :
In
this
r eport,
w e
look at the
o v er all
most lo v ed
br ands
globally
as
discussed
on
social
What’s
NEW
in
our
2020
R eport!
T his
y ear’s
G lobal
L o v e
List
r eport
includes
c onsumer insigh ts fr om
200+
c oun tries, including:
• 410M+ million
posts
o f
earned
men tions
• 12
mon ths
o f
data
fr om
J uly
1,
2019
to J uly
1,
2020
• Sourc es
include
social
media,
blogs,
f orums, micr oblogs,
new s,
r e vie w
sites
and
mor e
N etB ase
is
ex cited
to
highligh t
our new
Social
M ood analy sis
in
this
y ear’s
r eport.
Social
M ood’s
AI-driv en technology deliv ers
insigh ts f or
up
to
16
emo tions in
your br and
c onv ersations.
• Cap turing
nuanc ed
emo tions
within
the
c on text o f
br and
c on versations
• Classifying
emo tions
that
do
no t
fit
squar ely within
the
definition
o f
positiv e
or
negative
• M easuring
moods
emer ging
fr om
your
br and
v s. acr oss
all
social
c on versations
We
ha v e
also
added
in
insigh ts fr om
our Q uid
mark et in telligenc e
pr oduct to
iden tify
dominan t
and
emerging tr ends
in
the
news
media.
• U nique
network
visualizations
highligh t dominan t
and
emer ging
tr ends
in
a
br and
or mark et analy sis
• Seman tic ally
gr ouped
clusters
sho w
the
siz e and
r ele vanc e
o f
adjac en t
themes
c en tr al
to
the br and
c on v ersation
media
channels
w orldwide ( r esear ch
w as
conducted on
E nglish-language
posts ) fr om
J uly
1st,
2019 to
J uly
1st,
2020.
O ur o v er all
G lobal
L o v e
List
r anks
the
most lo v ed
br ands
in
automo tiv e,
c onsumer
goods, eC ommerc e,
en tertainmen t,
pa y men t
serv ic es,
f ood
&
be v er age,
r etail,
social
media,
technology , telec ommunications,
tr ansportation,
financ e
in
o v er 200
c oun tries. T he
Social
Rank
sc or e
is
a
sc or e
that
tak es
in to
ac c oun t
br ands
r eceiv ing
the
most lo v e
men tions,
impr essions,
sen timen t,
and
engagemen ts to
calculate
an
o v er all
social
r ank.
D ue
to
the
sheer
volume
o f
diff er en t
industries
and global
men tions,
the
category o f
Consumer
Goods
w as
segmen ted
in to
R etail and
Consumer
Goods. T his
allowed
us
to
unc o v er and
pr esen t
industry - specific
insigh ts with
gr eater gr anularity .
T his
r eport
includes:
• 410M
million posts
o f
earned
men tions • 12
months
o f
data
fr om
J uly
1,
2019
to
J uly
1,
2020
• E nglish
language
posts
• Sour c es
include
T witter ,
T umblr ,
blogs,
f orum,
micr oblogs,
news,
r e v iew
sites
and
man y others • 200
Coun tries M easuring
[br and]
lo v e:
T he
art
and
scienc e
We
can’t measure
br and
lo v e
b y simply
c oun ting
men tions or
impr essions,
because
as
w e
all
kno w , br ands
ar e
talk ed
about
f or
a
v ariety o f
emo tional r easons.
And
no t
all
o f
them ar e
good.
T her e
is
a
big
diff er enc e
betw een
‘lik e’
and
‘lo v e’—no t
to
men tion
sar castic
lo v e
or
hate.
And
gen tle mocking
is
nowher e
near
as
alarming
as
c on temp t.
T hat’s
wh y w e
put
our advanc ed
AI
po w er ed
technology to
the
test
to
measure
the
str ongest emo tions shar ed
about
br ands.
L o v e—and
e v ery single
v ersion
o f
it.
H o w
str ongly
do
your customers
r eally
f eel
about
your br and?
H a v e
y ou
managed
to
cr eate c onsumer
passion
your competitors w ould
en vy ?
H a v e
y ou
cultiv ated
str ong
customer
r elationships to
set
a
f oundation
f or
futur e
br and
gr o wth ?
M ost c onsumer
pur chases
ar e
w on
on
emo tion.
T he
mor e
passion
f or
the
br and,
the
less
the c onsumer
r elies
on
pric e
as
the
deciding
f actor .
We
w an ted
c onsumers
to
lead
us
to
the
br ands
the y lo v e
most.
T he
N etB ase
pr oduct analyz ed
posts
acr oss
the
public
social
w eb,
looking
f or
br ands
most o ften
associated
with, but
no t
limited
to, the
f ollo wing
expr essions
o f
lo v e:
ador able,
ador e,
ador ed,
ador es,
adoring, amaz e,
amaz ed,
amaz es,
amazing,
aw esome,
beautiful, best, brilliant, c ool, cr a v e,
cr a v ed,
cr a v es,
cr aving,
deligh t, ex c ellen t, ex c ep tional, ex cite, ex cited, ex cites, ex citing, f abulous,
f an,
f an tastic, f a v e,
f a v es,
f a vorite, f a vorites, first r ate,
gor geous,
gr eat,
ideal, impr ess,
impr essed,
impr esses,
impressing,
impressi v e,
incr edible,
long f or ,
longed
f or ,
longs f or ,
longing f or ,
lov e,
lov es,
lov ed,
lo ving,
lu v ,
luvs,
lu v ed,
lu v d,
luving,
magnific en t, outstanding,
perf ect, pric eless, r e volutionary ,
sexy ,
stun,
super ,
superb,
superior ,
terrific,
thrill, top no tch,
vital, w onderful, w orld class
We
only included
the
men tions wher e
lo v e
is
an
insigh t
f or
the
br and,
no t
just
a
k e yw or d.
T hat
means w e
kno w
that
‘ Man
T oyota TRD
trucks ar e
beautiful ’ ,
sho ws
lo v e
f or
T oyo ta,
but
‘a
beautiful bir d
just landed
on
m y T oyo ta’—does
no t.
G lobal
L o v e
List
A ll-Stars
6.
7.
8.
9.
10 .
05
M ost
L o v ed
G lobal
B r ands
Instagr am
1
Social
M edia
USA
108,723,880
104,792,231
722,603, 104, 128
79%
2,527 , 936,870 Amaz on
2
e-Commerc e
USA
27 ,263,604 23, 936,581
538,366,203,956 77%
52,522,671
Apple
3 T echnology
USA
19 ,534,821
17 ,833, 137
261,387 ,548,844
68%
62,332,610
S po tify
4
E n tertainmen t
S w eden
16, 138,720
15,891,596
377,37 4,439 ,801
73%
35,092,7 49
D isne y 5 E n tertainmen t
USA
14,335,271
12,612,886
135,857 ,336,562
63%
151,810,591
N etflix
6 E n tertainmen t
USA
13, 164,562
12,085, 923 168,872,375,504
68%
120,149 ,795
7
T echnology
USA
22,330,231
19 ,305,036 215,884,215,343
70%
2 4,309 ,72 4
Samsung
8
T echnology
South
K or ea
4, 135,682
3,478,536 269 , 194,090,230 76 %
21,304, 991
Fac ebook
9
Social
M e...
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