34% of brands have a poor or very poor score
According to the data of the second edition of the study ‘Influence of brands in the digital society’ 2011, the top 100 most advertised brands have a “low score” in social networks and the Internet.
The report, developed jointly by the advertising agency NCA and Associates and the IE Business School has revealed that the actual positioning of these brands, as a whole, “barely exceeds a general index of 4.6, a low score, which shows deficiencies and dysfunctions in the operation of brands “.
The result “shows the road that remains to be traveled to achieve an acceptable development in the digital world, which no one doubts is the natural scenario of business activity”.
For the development of the study were analyzed different brands grouped into twelve sectors: food, banking and insurance, beverages, beauty and hygiene, distribution, appliances, energy, fashion, motor, telecommunications and tourism and travel. The overall score (4.6) is the average of each of the sectors, “with notable differences between sectors and between the brands themselves,” they said.
In this sense, they have detailed that drinks, banking and insurance and distribution are the three sectors that obtain an “outstanding positioning”. Tourism and travel achieve a “good positioning”, while telecommunications, motor and appliances have a “low level”. Beauty and hygiene, energy and fashion are “badly positioned” and the cleaning sector, “with very intensive brands in traditional advertising actions, is very badly placed.”
The analysis has focused on assessing three essential concepts in the digital positioning of a brand:
The study also shows a series of clear trends in each sector, as food, beauty and hygiene, fashion and motor have a digital positioning focused on the reputation of brands. Banking, distribution, appliances and energy are focused on the impact of their brands on search engines, while beverages, cleaning, telecommunications and tourism and travel are especially active in social media presence strategies. ”
Finally, they have concluded that these are general trends, since within each sector “there are very specific pronouncements by brands, with very marked interests for each of the categories studied”. For example, they add, there are well-positioned brands in reputation, but with little presence or moderately positioned when studying their Internet presence index.