brand equity

Battle royale! Which of the world’s top 10 brands is biggest on social?


“Brand” will always be a nebulous term. Arguments rage about its true value. Although recent research shows that it can be responsible for nearly 15% of your total worth (Or much, much more, if you’re J.K.Rowling) It’s still seen by many as the ultimate wooly metric. 

There’s no doubt that being a household name will improve your chances of success in social, but just how far will it take you?

I’ve taken a look at the world’s top ten brands, and matched up their profiles across the biggest social media platforms.

Let’s see what’s in a name…

JK Rowling proves the value of brand equity

Over the years academics and analysts have attempted to show the value of brands (their ‘brand equity’) in terms both theoretical and monetary.

The Millward Brown BrandZ Top 100 report showed Apple to be the most valuable brand in 2013, with brand equity worth over $185bn; the other four top brands were, in order, Google, IBM, McDonald’s and Coca-Cola.

Since 2006 the BrandZ Top 100 has appreciated about twice as fast as the S&P 500.

Now J.K. Rowling, author of the “Harry Potter” series (as if anyone needed to be told), has inadvertently revealed the value of her brand.

Does Google Instant have a brand bias? Maybe not, but…

Since Google launched Instant, there have been numerous claims that Instant has a bias towards brands. In October, for instance, Siddharth Shah of Efficient Frontier Insights observed thatof the 26 letters in the alphabet, 21 have brands as the first suggestions.

Based on this, he suggested that Google Instant is “going to make
brand key words more expensive, increase impression volumes by 30% –
40%.

How far should Google go with its ‘brand’ boost?

Google loves brands. Google’s Vince update was referred to by many as
‘the brand update’ because major brands seemed to benefit most from it.

That Google would seek ways to incorporate ‘brand equity‘ into its
algorithm is not entirely surprising. After all, in many cases, there’s
an argument to be made that the websites of recognized brands are more
likely to offer Google’s users what they’re searching for when it comes
to particular queries.