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BizReport : Ecommerce archives : October 17, 2012

Facebook tops global brands list

When it comes to brands making a splash around the globe, none is bigger than The Social Network. That would be Facebook. According to new data in from General Sentiment, Facebook now tops the Global Brands List - ahead of search giant Google and Apple, even with Apple's release of iPhone 5.

by Kristina Knight

"This quarter, we have seen major movement in the list. Facebook usurped the top spot, and the technology leaders who have historically dominated the list - Apple, Google,, Microsoft - have slipped," said Pete Moran, CEO of General Sentiment. "Interestingly, MTV jumped up from fifteen to fourth. It just goes to show you how powerful social is in the TV industry."

Facebook's lucky number - $751M in Impact Media Value, leads Apple ($657M IMV) and Google ($547M IMV). IMV tracks the sentiment attached to media mentions, assigning positive values to brands mentioned, measuring the reach and from there valuing the exposure of the conversation on the brand.

Also among the top five are MTV and What's interesting about the top 3 is that Apple surpassed Google, even though many consumers have been critical of the iOS 6 Maps fiasco that took Google Maps off their smartphones; meanwhile Amazon dropped to fifth place as the US government required the online retailer to begin collecting taxes in several states; also Walmart stopped carrying their Kindle products.

As for Perception Media Value - value based on the quality of the exposure created - brands including JPMorgan, Louis Vuiton and AutoZone topped the list. Among brands falling off, Chevron, FedEx and AES Corporation all took a tumble in Q3 2012.

Tags: Amazon, Facebook, General Sentiment, top brands list

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