9 June, 2022

Report: Asics Tops Brand Rankings Based On Online Conversations

By B&T Magazine

Talkwalker, the leading consumer intelligence company, and Hootsuite, the global leader in social media management, have released the Brand Love 2022 Report.

In its third edition, the report provides an analysis of more than 2.6 billion online conversations from social media, news, blogs and reviews in relation to 1500 global brands, to reveal those with the most positive consumer sentiments.

The report found Asics was the most ‘loved’ brand between July 2021 and March 2022, with Illy, Jimmy Choo and Nuxe securing top spots, along with Australian surfing sportswear retailer Rip Curl. The report also revealed overwhelmingly positive sentiment for fashion and beauty brands, with almost a third of the list comprising brands from these categories, as well as a growing preference for brands with a sustainability focus.

The Talkwalker Brand Love Index leveraged 10 years of client research, and in-depth analysis of use cases, to identify three critical scores for monitoring brand love – Passion, Trust and Customer Satisfaction (CSAT). The Passion and Trust categories analysed the key words, emojis and images used by consumers in relation to brands, while CSAT leveraged review databases and keyword introductions to identify brand customers.

The top 10 most loved brands are as follows, with Australian brand Rip Curl coming in at 42:

1. Asics (athletic gear)

2. Illy (coffee machines)

3. Colorbar (cosmetics and beauty)

4. Nuxe (skincare)

5. Maison du Monde (sustainable furniture)

6. Bonduelle (plant-based food)

7. Jimmy Choo (luxury footwear)

8. Kewpie (mayonnaise)

9. Fjällräven (outdoor equipment)

10. MUJI (household goods)

Dimitri Lanssens, managing director, ANZ at Talkwalker commented: “The past two years have been a period of upheaval for brands across the world. During such times consumers become even louder detractors against the brands they perceive as unreliable or unworthy, but, equally, they’re drawn closer to those they can turn to for comfort and support.

“Consumers’ priorities, values and behaviours change dramatically, and rapidly, during uncertain times, and even the most traditionally loved brands aren’t guaranteed safety from the court of online opinion. Brands that stay abreast of shifting consumer sentiment invariably feel the love and come out on top.”

Fashion, Beauty and Sustainable Brands Dominate

Almost a third of brands in the Brand Love 2022 Report were from the fashion and beauty categories.

First placed Asics garnered 11,600 mentions, primarily in relation to sponsored sporting events, 30 per cent of which showed positive sentiment (as opposed to neutral or negative). Jimmy Choo, which came in seventh, garnered 20,000 engagements through beauty blogger Huda Kattan’s unboxing of its advent calendar on TikTok, which contributed to the overall 41 per cent positive sentiment around the brand.

A more common link between the highest ranked brands, however, was a prioritisation of sustainability. Over the past year, Asics has hit its sustainability stride, rolling out its partnership with One Tree Planted and the Movement for Mind Program to champion mental health.

Likewise, second-placed Illy announced its commitment towards eliminating its carbon footprint by 2023.

“The most loved brands successfully bridge the divide between consumers’ desire for better service and experiences, and their preference to make the world a better place,” continued Lanssens. “This is achieved by getting close to consumers, and arming yourself with data that reveals what truly matters to people – from the personal to the global – rather than making assumptions about what’s driving them.”

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