Opinium Launches US Most Connected Brands Index

Full service agency Opinium Research has rolled out the results of the second '100 Most Connected UK Brands' survey, whilst launching the service in the US.

London-based Opinium, which was founded in 2007 and is soon to add an office in Manhattan, offers qual and quant research and consultancy across five practice areas - brand and communications, product and service development, stakeholder, market intelligence and thought leadership. In addition, the company owns and manages panels of UK consumers, IFAs and small businesses, and runs an omnibus which interviews 2000 UK adults in each wave.

The Index is the combination of four brand metrics which are weighted together to produce a one-number summary of a brand's ability to connect with consumers. The four are a brand's presence and scale; its unique identity and ability to set trends; its ability to form emotional relationships; and its momentum and social media traction.

This year's 100 Most Connected UK Brands index and the new US index were compiled using consumer feedback from 12,000 consumers, 22,000 spontaneous brand mentions, and 96,000 brand reviews. In the UK, Amazon remains the most 'connected brand', while Samsung has moved up to fourth place, a rise of three places, overtaking its smartphone rival Apple, which fell nine places to 14th. Netflix narrowly missed out on a top ten spot, while the BBC came in at 19th.

CEO James Endersby (pictured) comments: 'To create our Index, we went to the real experts, the people that have the power to build, define and sometimes destroy the brands and businesses marketers create: the consumers themselves. There are lots of brand ratings and rankings with different and complex methodologies. Our Index is quite simple, based on three key areas of consumer behaviour - what they think about, talk about and buy. This is what we think really matters'.

Web site: www.opinium.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.