Online Buzz and Omnipotent Brands

Disney’s one of the top dogs both online and offline – it is 10th on Interbrand’s list and 3rd online (courtesy of Jeff Bullas)

An interesting social media monitoring report by Jeff Bullas highlighted the buzz which major brands generated online relative to their overall brand equity as measured by Interbrand. What’s noteworthy is that the most prominent brands in the digital social spaces – at least as measured by Jeff over the last 12 hours – is fairly comparable to those offline. The top 10 brands on Interbrand’s list, which are assessed by a robust mix of different factors linked to market value, financial earnings, and others, are measured vis-a-vis their online might.

Other than Google which appears to be a pure internet play, the rest of the companies have very significant brick and mortar presences.

Courtesy of America’s Story from America’s Library (CREDIT: Fleischhauer, Carl, photographer. “Branding Iron [35mm slide].” Date Recorded 79/10. Buckaroos in Paradise: Ranching Culture in Northern Nevada, 1945-1982, Library of Congress.)

It is interesting to note that even after so many decades, marketing professionals and senior executives alike still think that a brand belongs to either of the following:

A) A huge ego exercise