Best Brands of 2012 continue to dominate online as well as offline

The Best Brands of 2012 continue to dominate online as well as offline.

On 2^nd October, 2012, RankTank compared the online performance of 100 leading brands in Interbrand’s 2012 Best Global Brands report with their position in the brand league table.  As is customary, we use https://ranktank.wordpress.com/2012/09/30/weighted-search-scores-beat-simple-counts/ rank weighted search positions as the measure of online performance, specifically, the percentage of the Top 20 results each brand claims for a query for its own name.

Top level findings:

In 2012, the 100 Best Brands collectively claim 65.6% of the total available value of the Top 20 search results positions. This is consistent with other analyses we’ve undertaken since 2006, which show that on average the top brands claim 66% of their total available search engine value versus 30% for laggard brands.

RankTank’s rank weighted analysis of Interbrand 2012 Best Brands

The full report is at http://www.docstoc.com/docs/133640194/Measuring-Online-Performance-Report. It contains surprising conclusions on social media and a comparison between the 100 Best Brands performances in 2012 and 2006.

All brands were scored on Google.com Tuesday 2nd October between 1:30pm and 7:30pm GMT +1. We queried the exact brand name as in the report, without disambiguating or modifying terms.

Source: http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012-Brand-View.aspx

Scoring search results performance

It stands to reason that search results are not all worth the same value. Who looks at # 679? Or even #79? Fact is, searchers click through-to and recall the higher ranked results more than lower ranked ones. The 5th results position gets more attention – and is thus more valuable — than the 29th, so it counts for more. RankTank.eu/ is a public domain application (no cost, no license) that enables you to weight each result according to the value of its position in the search results. We use a blended consensus of industry experts’ views as to the value of these positions. We show the rank weights we assign to each of the Top 20 positions inside the application.