CHARLOTTE, NC – Apple topped Charlotte-based General Sentiment’s Impact Value rankings this quarter on the strength of its groundbreaking product releases, the iPad and iPhone 4. Google fell to the number three spot despite generating record levels of discussion for the brand in the report.
General Sentiment also launched a new media metric called Perception Value, which measures the brand with a greater emphasis on the quality of the content and exposure. For the first time, General Sentiment produced a top-10 ranking of winners and losers based on Perception Value.
Perception Value isolates effects of the public sentiment on brand value by assigning positive value to positive mentions and negative value to negative mentions.
“It is probably no surprise this quarter that BP topped the list of biggest losers following the oil spill disaster in April,” notes Greg Artzt, CEO of General Sentiment. “One surprise, however, is retailer Polo Ralph Lauren taking the winning ranking.
“We introduced Perception Value as a new and important form of media value that better tracks the real-world changes in a brand’s overall consumer sentiment,” Artzt adds. “We believe this is the closest metric to ‘true value’ for brands of a certain size and stature, where the old PR adage of ‘any news being good news’ doesn’t hold true.
“Some of the biggest surprises in the report include Apple taking the top Impact Value spot, and Adobe following BP as one of the biggest Perception Value losers of the quarter. Clearly the ‘flash compatibility’ battle has not worked in Adobe’s favor.”
To see the Q2 Global Brand MVR full report see:, go to Global Brand Report.
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Tags: Apple, BP, Charlotte, General Sentiment, Google, iPad, iPhone 4, NC
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