'Top Ten' Word of Mouth Brands
June 23 2006
New research from the Keller Fay Group in the USA this week claims to have identified the top ten word-of-mouth brands. Number one on the 'Word of Mouth All-Stars' list is Toyota, followed by Wal-Mart, Honda and Apple/iPod.
The findings are a product of TalkTrack, the group's continuous study regarding which brands Americans are talking about, the content of those conversations and where, how and with whom the conversations take place. The Word of Mouth All-Stars are those brands with the largest number of 'net positive' references - that is, positive references less negative ones. The ranking is based on more than 30,000 word-of-mouth brand mentions recorded in April-May 2006 by 3,600 TalkTrack survey participants.
The ten represent a variety of domestic and international brands, as well as a diverse mix of industries, including automotive, consumer electronics, high-tech, telecom and retail:
- Toyota
- Wal-Mart
- Honda
- Apple/iPod
- Chevrolet
- Target
- Sony
- Home Depot
- BMW
- Verizon.
'Word-of-mouth has become a growing focus of business and is increasingly considered a leading indicator of future brand performance' according to CEO Ed Keller.
Brands featured on the top ten list boast a share of positive word of mouth that is 10 percentage points higher than the average for all brands. Similarly, their share of negative word of mouth is half the average.
TalkTrack illustrates certain common traits shared by the 'All-Stars'. Some might be surprised to see the central role of marketing in the leading brands' word-of-mouth results. While iPod's attention-getting TV ads are frequently mentioned, many consumers also cite the brand's in-store displays and Web presence. 'Contrary to the dire pronouncements you often read, marketing can be highly relevant' says Keller. 'Almost six in ten conversations about the iPod reference thebrand's marketing. That is almost one-third higher than the average for all brands. Marketers can increase their effectiveness by becoming a part of consumer conversation.'
iPod also stands out as an example of how successful word-of-mouth can expand a brand's audience. Just over half of those talking about iPods are women - a very different profile from technology companies' normal heavily male skew.
Keller Fay says Toyota's fuel-efficient, reliable vehicles have been making significant in-roads in the US auto market, with its position as a leader in hybrid engines a frequent theme in auto-related conversations. In addition, leading word of mouth has a strong foundation in USPs - a brand's unique selling propositions. 'What they teach you in Marketing 101 is true: It's important to create a strong, clear position' according to Keller. 'Quality, reliability and economy are often referenced in conversations regarding Toyota.'
Perhaps most important, leading brands' word-of-mouth reflects a clear bottom line. Seven in ten conversations about Toyota include recommendations to at least consider its vehicles, and roughly four in ten include recommendations to buy the brand. Both ratios are double digits above the auto industry average.
The company is online at
www.kellerfay.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
