by: Alain Thys

BIZ.pngTomorrow, we will celebrate the 1000 day existence of the Futurelab blog. Among the activities will be the 2008 version of the Futurelab 100, our annual mash-up of the Interbrand 100. But as a warm-up for a totally revised approach, we already partnered with Romania’s BIZ magazine to also launch the Futurelab Online Reputation Indicator - Romania.

This is a love-hate ranking which gives an indication of the online reputation of 75 of Romania's most important brands. It has been compiled by Futurelab's Iasi based research office, which for each brand reviewed what was being said online and translated this into a simple, yet significant score.

Last week the project got formally announced to a packed room by Ramona Patrascanu at the Zilele Biz conference and the full study, plus background information can be read in today’s issue of Biz Magazine.

But, for the 98.7% of our  readers who aren’t that well versed in Romanian, we provide a quick summary below. And yes, we will be looking for magazines in other markets to set up similar projects. Because in the end it’s not what you say about your brand that matters.

BTW: a big thanks to Alex, Mirela, Ramona, Stefan, Marta and all involved!

Futurelab Online Reputation Indicator (Romania October 2008)

For each brand in the list we performed a series of internet searches. Here, we combined the name of the brand with positive and negative colloquial expressions. These we totaled and based on this we calculated:

-          a Net Online Reputation Score. Slightly inspired by the Net Promoter™ Score this is a relative measure of the “positive” vs. the “negative” statements. It is calculated by deducting the negative from the positive statements and dividing this by the total. 

-          An Online Reputation Indicator. This provides an absolute indication of the total positive statements that a brand is able to generate (positive – negative statements).

While the numbers in their own right don’t mean that much, both metrics do act as a “rough” indicator of the online reputation of any given brand. This matters, as the ratio of positive to negative statements determines the chances that anyone researching a brand online gets a positive or negative image of it. For more information about this survey, feel free to get in touch.

 

 

BRAND NAME

Positive Statements

Negative Statements

Total Statements

NET Online Rep.  Score

Online Rep.  Indicator

1

Pepsi-Cola

905

178

1.083

67,13%

727

2

BMW

589

102

691

70,48%

487

3

Peugeot

347

26

373

86,06%

321

4

Coca-Cola

481

228

709

35,68%

253

5

Camay

228

0

228

100,00%

228

6

Motorola

264

54

318

66,04%

210

7

Audi

213

38

251

69,72%

175

8

Fulga

164

0

164

100,00%

164

9

Fanta

204

50

254

60,63%

154

10

Dacia

357

204

561

27,27%

153

11

Nike

190

46

236

61,02%

144

12

Milka

147

12

159

84,91%

135

13

Mercedes

154

20

174

77,01%

134

14

Indesit

118

1

119

98,32%

117

15

Opel

140

43

183

53,01%

97

16

Ford

119

23

142

67,61%

96

17

Ursus

92

6

98

87,76%

86

18

Metro

99

19

118

67,80%

80

19

Tuborg

103

24

127

62,20%

79

20

Nivea

69

13

82

68,29%

56

21

Poiana

61

6

67

82,09%

55

22

Whirlpool

66

16

82

60,98%

50

23

Amigo

57

8

65

75,38%

49

24

Marlboro

50

7

57

75,44%

43

25

Dove

57

23

80

42,50%

34

26

Borsec

36

4

40

80,00%

32

27

Adidas

46

15

61

50,82%

31

28

Prigat

34

4

38

78,95%

30

29

Philips

55

28

83

32,53%

27

30

Jacobs

27

1

28

92,86%

26

31

Dero

38

13

51

49,02%

25

32

Ariel

29

6

35

65,71%

23

33

Milli

29

7

36

61,11%

22

34

Nokia

167

147

314

6,37%

20

35

Murfatlar

19

0

19

100,00%

19

36

Carrefour

21

3

24

75,00%

18

37

Kaufland

22

9

31

41,94%

13

38

Billa

14

1

15

86,67%

13

39

Dorna

17

6

23

47,83%

11

40

Colgate

13

4

17

52,94%

9

41

Cotnari

8

0

8

100,00%

8

42

ING

56

49

105

6,67%

7

43

Arctic

7

0

7

100,00%

7

44

Daewoo

17

12

29

17,24%

5

45

Kent

14

10

24

16,67%

4

46

Zanussi

4

1

5

60,00%

3

47

L'Oreal

25

23

48

4,17%

2

48

Cris-Tim

2

0

2

100,00%

2

49

Bosch

35

34

69

1,45%

1

50

Domestos

4

4

8

0,00%

0

51

Panasonic

14

14

28

0,00%

0

52

Alexandrion

1

1

2

0,00%

0

53

Aldis

0

0

0

0,00%

0

54

Oriflame

1

13

14

-85,71%

-12

55

Volkswagen

18

30

48

-25,00%

-12

56

Selgros

3

16

19

-68,42%

-13

57

Logan

120

138

258

-6,98%

-18

58

Raiffeisen

10

28

38

-47,37%

-18

59

Banca Transilvania

3

24

27

-77,78%

-21

60

Danone

9

36

45

-60,00%

-27

61

LG

21

64

85

-50,59%

-43

62

Samsung

18

65

83

-56,63%

-47

63

Zapp

89

140

229

-22,27%

-51

64

Bergenbier

9

68

77

-76,62%

-59

65

Avon

18

79

97

-62,89%

-61

66

Romtelecom

17

127

144

-76,39%

-110

67

 BRD

13

128

141

-81,56%

-115

68

Sony

22

206

228

-80,70%

-184

69

Renault

415

606

1.021

-18,71%

-191

70

BCR

9

209

218

-91,74%

-200

71

Orange

316

614

930

-32,04%

-298

72

Vodafone

58

368

426

-72,77%

-310

73

UPC

26

404

430

-87,91%

-378

74

Raid

57

631

688

-83,43%

-574

75

RCS-RDS

100

1.010

1.110

-81,98%

-910

Trademarks

Futurelab is a registered trademark of Futurelab BVBA

Net Promoter ™ Score is a registered trademark of Satmetrix, Bain & Company and Fred Reichheld

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