Background• The Kaizo Advocacy Index is a bi-annual audit of a brand’s

online reputation

• Examines a selection of UK household brands from the supermarket, mobile, airline and children’s cereal sectors

• Methodology emulates the way consumers and assess brands online, looking at what they actually find when they search through Google and other social media search tools

• Research was conducted in September 2010 over a two week period

Results overview• Waitrose tops the Kaizo Advocacy Index– Tesco online reputation worst of all supermarkets– Virgin Atlantic’s score fell for the third report in a row– Airlines’ online reputations slump further after disputes

and delays mar summer getaways

• Mobile operators failing in fight to overcome persistent service issues– Orange and T-Mobile online reputations lowest

• Cereals see healthy awareness online– Benefit from nostalgic cyber fans

Results table KAI Score (%) Summer 10 KAI Score (%) Winter 10 Rank Increase/ decrease Mobile Operators Vodafone 12 38 -3 Mobile 6 -20 ↑O2 3 -5 -T-Mobile 2 -27 ↑Orange -10 1 ↓Airlines: Virgin Atlantic 10 12 -easyJet -4 -36 ↑British Airways -14 -21 ↓BMI -16 -31 ↓Ryanair -56 -50 -Supermarkets Waitrose 52 - -Morrisons 44 - -Asda 38 - -Sainsbury’s 20 - -Tesco -4 - -Cereals Cheerios 41 - -Weetos 32 - -Nesquik 25 - -Coco Pops 16 - -Frosties 10 - -

Supermarket sector

Children’s cereal sector

Airline sector

Mobile sector

For a full report please visit www.kaizo.net/releases/KaizoAdvocacyIndexSummer2010