Global analytics company, NetBase, has released its Brand Passion Report for 2017, listing the top 100 global brands which got the ‘most love’ on social media in the past year.
The group analysed over 367 million social media posts and mentions, ranking the most loved brands in technology, consumer goods, automotive, food and beverage, financial services and telecommunications.
NetBase said that consumers were becoming more vocal about brands on social media platforms, with the group recording a 40% increase in ‘brand love’ since its last report.
Technology companies in particular have continued to dominate as the most loved brands – a few new brands, like Puma and Tesla, have made their debut on the ranking,
“The brands are a good mix of young and mature companies and positive movement can be attributed to brands making strong connections with their customers and launching innovative social campaigns,” NetBase said.
The food and beverage industry evoked the most ‘love’ with nineteen different brands in the top 100. The automotive, technology and consumer goods industries split a three way tie, each representing 15 percent of total brands.
Facebook emerged as the most loved brand in the world, with over 63 million mentions in a positive light, the rankings showed – this was followed by four other tech brands in Amazon (26 million positive mentions), eBay (24 million), Apple (23 million) and Snapchat company, Snap (16 million).
Snap made its debut on the list, and along with Uber, Lyft, Tesla and HBO were fresh tech faces within the top 50.
Other tech companies in the top 10 include popular gaming app, Pokemon Go, Netflix, and Sony.
The top 25 most loved brands in the world
|1||63 118 150|
|2||Amazon||26 141 147|
|3||eBay||24 407 563|
|4||Apple||23 907 188|
|5||Snap||15 786 459|
|6||Disney||14 783 447|
|7||Pokemon (Go)||13 355 997|
|8||Etsy||8 563 861|
|9||Netflix||6 710 911|
|10||Sony (Playstation)||5 953 981|
|11||Uber||5 513 747|
|12||Nintendo||4 187 472|
|13||Zara||3 463 603|
|14||McDonald’s||3 049 155|
|15||Nike||2 899 495|
|16||Best Buy||2 890 180|
|17||Gucci||2 675 116|
|18||Target||2 660 752|
|19||Lego||2 434 673|
|20||Adidas||2 777 149|
|21||HP||2 139 121|
|22||Starbucks||1 976 684|
|23||Samsung||1 928 416|
|24||Microsoft||1 915 124|
|25||Ford (Mustang)||1 781 391|
NetBase said that its algorithms and metrics track conversation threads to determine the tone of conversations taking place on social media networks, review sites, blogs, forums and news sites.
The rankings are determined by looking at volume (the number of ‘owned’ mentions and comments); passion intensity (how strongly consumers feel); sentiment (the direction of consumers’ feelings); and the brand passion index (BPI – the sentiment to passion ratio).
A brand with low sentiment and high passion is often viewed as ‘hated’, while high sentiment, but low passion, is seen as ‘liked’, not necessarily loved.