Background

• The Kaizo Advocacy Index is a bi-annual audit of a brand’s online reputation

• Examines a selection of UK household brands from the supermarket, camera, airline, cereal and PC manufacturer sectors

• Methodology emulates the way consumers and assess brands online, looking at what they actually find when they search through Google and other social media search tools

• Research was conducted in September 2011 over a two week period

  KAI Score (%) Autumn 2011 KAI Score (%) Winter/ Spring 2011 Rank increase/ decrease 

Cameras:  

Sector Average: 47 -Lumix 60 - -Fuji Film 53 - -Olympus 52 - -Canon 47 - -Nikon 42 - -Kodak 30 - -       

Airlines:  

Sector Average: -12 -11Virgin Atlantic 20 31 =BMI 17 -16 ↑British Airways -10 -20 ↑easyJet -16 1 ↓Ryanair -69 -51 =       

Supermarkets:  

Sector Average: 9 20Morrisons 34 23 ↑Waitrose 12 48 ↓Asda 4 11 ↓Tesco 0 -8 ↑Sainsbury’s -6 28 ↓

       

Cereals:  

Sector Average: 14 24Weetabix 31 37 =Kellog’s Corn Flakes 11 29 =Shreddies 10 13 ↑Shredded Wheat 8 26 ↓Special K 8 16 ↓       

PC Manufacturers:      

Sector Average: 14 26Lenovo 38 32 =Asus 34 20 ↑Acer 31 26 =Dell 15 23 ↓HP -49 27 ↓

Results overview

• Perfect picture for cameras online – In an overwhelmingly positive group, Lumix Panasonic was

ranked first (60%), closely followed by Fujifilm (53%), Olympus (52%), Canon (47%), Nikon (42%) with Kodak ranking last with (30%).

• Morrison’s take tops spot as Waitrose suffers customer dip

• Virgin flies high online as industrial disputes ground BA

• Weetabix dancing teddies take brand to top online spot

• Tablet talk boost Lenovo’s online brand

Camera sector

1

0 10 20 30 40 50 60 70

KodakFujifilmNikonOlympusLumixCannon

Cannon Lumix Olympus Nikon Fujifilm Kodak0

10

20

30

40

50

60

70

DetractorsPassivePromoters

Supermarket sector

1

-10 -5 0 5 10 15 20 25 30 35 40

TescoASDAMorrisonsSainsbury'sWaitrose

Waitrose Sainsbury's Morrisons ASDA Tesco0

10

20

30

40

50

60

DetractorsPassivePromoters

Airline sector

1

-80 -60 -40 -20 0 20 40

RyanairBritish AirwaysBMIeasyJetVirgin Atlantic

Virgin At-lantic

easyJet BMI British Airways

Ryanair0

10

20

30

40

50

60

70

80

DetractorsPassivePromoters

Cereal sector

Weetabix Kellogg's Corn Flakes

Shredded Wheat

Special K Shreddies0

5

10

15

20

25

30

35

40

45

50

DetractorsPassivePromoters

1

0 5 10 15 20 25 30 35

ShreddiesSpecial KShredded WheatKellogg's Corn FlakesWeetabix

PC sector

ASUS HP Acer Dell Lenovo0

10

20

30

40

50

60

DetractorsPassivePromoters

1

-60 -40 -20 0 20 40 60

LenovoDellAcerHPASUS