Connected Brand Index 2009

THE CONNECTED BRANDS INDEX

BENCHMARKING THE PERFORMANCE OF BRANDS IN NETWORKS

October 23, 2009

CONNECTED BRANDS INDEX

TABLE OF CONTENTS

About The Connected Brands Index .....................................................................................................Page 3

A first-of-its-kind analysis of how brands are performing online by ranking each brand against five categories: visible, useful, usable, desirable and engaged. Using Interbrand’s Best Global Brands, iCrossing measured each against more than 65 data points across the five categories to determine each brand’s overall score. Key findings show that brands are currently doing little to engage users. Opportunities exist for brands to: + + + Better understand their customers by understanding networks Be more responsive by improving marketing infrastructure Build intimacy with customers by being more active digitally

Detailed Findings ....................................................................................................................................Page 4

iCrossing analyzed more than 65 data points – which span a brand’s presence across social media sites, competitive site traffic providers, search engine tools, as well as an analysis of each brand’s website – to determine a brand’s overall score. Google led in each category and scored high marks in the engagement category when compared to the other brands. This is how the brands were scored against the five criteria: + + + Visible: The visible category quantifies the findability and presence a brand has in the digital world. Useful, Usable, Desirable: iCrossing used a standardized website review methodology as a basis to score each brand’s website for the useful, usable and desirable categories. Engaged: Engagement metrics were split into two categories of publicly-available data points – advocacy and actions.

Conclusion...