KAIZO ADVOCACY INDEX 2011

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, cereal and PC manufacturer 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 February 2011 over a two week period

KAI Score (%) Winter 2011 KAI Score (%) Summer 2010RankIncrease/ decrease

Supermarkets:Sector Average: 20 30 Waitrose 48 52 -Sainsbury’s 28 20 ↑Morrisons 23 44 ↓Asda 11 38 ↓Tesco -8 -4 -

Airlines:Sector Average: 10 16 Virgin Atlantic 31 10 -easyJet 4 -4 -BMI -16 -16 ↑British Airways -20 -14 ↓Ryanair -51 -56 -

Mobile:Sector Average: 3 3 Vodafone 7 12 -O2 5 3 ↑3 Mobile 5 6 -T-Mobile -11 2 ↓Orange -11 -10 -

Cereals:Sector Average: 24Weetabix 37 - -Kellogg’s Corn Flakes 29 - -Shredded Wheat 26 - -Special K 16 - -Shreddies 13 - -

PC Manufacturers:Sector Average: 26 Lenovo 32 - -HP 27 - -Acer 26 - -Dell 23 - -Asus 20 - -

Results overview• Waitrose tops the Kaizo Advocacy Index

• Virgin Atlantic soars as British airways slump

• Launches and exclusivity raise the bar for mobile yet T Mobile and Orange struggle after merger

• Healthy cereals cause positive buzz with advertising

• PC Brands ride the wave of tablet enthusiasm

Supermarket sector

Airline sector

Mobile sector

Cereal sector

Computer Manufacturer sector

For a full report please visit

http://www.kaizo.net/newsroom/kaizo/kaizo-advocacy-index-winter-2011/