Top 100 Brands, Fall 2013

Detractors are Overstated by 780% on Average

In August of 2013, ForeSee measured satisfaction, WoMI, and “promoter” scores for Interbrand’s 2012 list of the top 100 brands. The actual list below reflects 90 companies, as researchers were unable to collect a sample size sufficient enough to calculate statistically significant scores for the remaining 10 brands. More than 21,000 consumer surveys were collected for this study via panel.

The research is illuminating and shows that the popular single-question “likelihood to recommend” methodology overstates detractors for the biggest brands by 780% on average. This profound inaccuracy can lead business leaders to make poor decisions.

WoMI, on the other hand, helps leaders distinguish between True Detractors and True Promoters so they can avoid wasting precious resources trying to convert passives into promoters and eliminates the risk of alienating customers who aren’t legitimate detractors. WoMI also helps leaders understand what drives negative word of mouth as well as positive word of mouth, allowing companies to take proactive measures to fix issues affecting the customer experience.

Top 100 Brands Satisfaction (on a 100-point scale) WoMI Score “Likelihood to Recommend” Metric Score “Likelihood to Recommend” Metric Defined Detractors* TRUE Detractors** Average Overstatement of Detractors***
Average Across Top 100 Brands 78 44 27 21% 4% 780%
Top Automotive Brands Satisfaction (on a 100-point scale) WoMI Score “Likelihood to Recommend” Metric Score “Likelihood to  Recommend” Metric Defined Detractors* TRUE Detractors** Average Overstatement of Detractors***
Automotive: Category Average 80 49 38 16% 5% 309%
Audi 79 40 33 16% 9% 78%
BMW 79 44 35 16% 7% 129%
Ford 78 44 29 19% 4% 375%
Harley Davidson 84 64 59 11% 6% 83%
Honda 82 58 46 14% 2% 600%
Hyundai 78 50 35 17% 2% 750%
Kia 79 50 31 23% 4% 475%
Mercedes-Benz 80 44 38 13% 7% 86%
Nissan 81 49 40 14% 5% 180%
Toyota 81 51 37 17% 3% 467%
Volkswagen 79 49 40 14% 5% 180%
Top B2B Brands Satisfaction (on a 100-point scale) WoMI Score “Likelihood to Recommend” Metric Score “Likelihood to Recommend” Metric Defined Detractors* TRUE Detractors** Average Overstatement of Detractors***
B2B: Category Average 78 45 30 19% 4% 479%
3M 81 55 46 10% 1% 900%
Cisco 80 46 34 17% 5% 240%
General Electric 76 44 28 20% 4% 400%
John Deere 82 59 47 14% 2% 600%
Nokia 76 39 21 21% 3% 600%
Oracle 76 39 21 24% 6% 300%
Siemens 76 39 25 23% 9% 156%
Xerox 75 39 20 22% 3% 633%
Top Computer/Electronics Manufacturers Satisfaction (on a 100-point scale) WoMI Score “Likelihood to Recommend” Metric Score “Likelihood to Recommend” Metric Defined Detractors* TRUE Detractors** Average Overstatement of Detractors***
Computer/Electronics Manufacturers: Category Average 78 48 34 17% 3% 759%
Adobe 77 46 31 20% 5% 300%
Apple 83 65 54 12% 1% 1100%
Blackberry (RIM) 75 39 19 24% 4% 500%
Canon 80 52 37 16% 1% 1500%
Dell 75 43 18 26% 1% 2500%
HP 80 57 42 16% 1% 1500%
IBM 77 41 30 16% 5% 220%
Intel 79 44 38 11% 5% 120%
Microsoft 76 40 25 19% 4% 375%
Nintendo 79 52 40 13% 1% 1200%
Panasonic 80 51 39 16% 4% 300%
Philips 78 43 28 19% 4% 375%
Samsung 79 48 37 14% 3% 367%
Sony 80 52 41 15% 4% 275%
Top Consumer Packaged Goods Brands Satisfaction (on a 100-point scale) WoMI Score “Likelihood to Recommend” Metric Score “Likelihood to Recommend” Metric-Defined Detractors* TRUE Detractors** Average Overstatement of Detractors***
Consumer Packaged Goods (CPG): Category Average 79 46 29 18% 1% 1143%
Avon 82 61 52 11% 2% 450%
Budweiser 79 44 25 20% 1% 1900%
Coca-Cola 75 34 2 34% 2% 1600%
Colgate 79 41 18 23% 0% NA
Corona 79 43 26 18% 1% 1700%
Danone 78 35 21 17% 3% 467%
Gillette 78 42 24 19% 1% 1800%
Heineken 78 47 32 16% 1% 1500%
Heinz 82 47 32 17% 2% 750%
Jack Daniels 83 55 47 9% 1% 800%
Johnnie Walker 80 47 37 12% 2% 500%
Johnson & Johnson 82 54 41 14% 1% 1300%
Kellogg 79 48 29 19% 0% NA
Kleenex 81 45 24 21% 0% NA
L’Oreal 80 50 38 13% 1% 1200%
Moet & Chandon 81 48 37 13% 2% 550%
Nescafe 79 44 27 20% 3% 567%
Nestle 80 44 28 19% 3% 533%
Pampers 80 50 37 15% 2% 650%
Pepsi 78 40 17 24% 1% 2300%
Smirnoff 79 44 24 21% 1% 2000%
Sprite 76 39 12 27% 0% NA
Top Financial Services Brands Satisfaction (on a 100-point scale) WoMI Score “Likelihood to Recommend” Metric Score “Likelihood to Recommend” Metric-Defined Detractors* TRUE Detractors** Average Overstatement of Detractors***
Financial Services: Category Average 73 32 5 32% 4% 561%
American Express 80 45 29 19% 3% 533%
Citi 69 24 -14 42% 4% 950%
Goldman Sachs 75 29 13 24% 8% 200%
HSBC 66 20 -16 43% 7% 514%
J.P. Morgan 73 35 8 30% 3% 900%
Mastercard 74 34 1 33% 0% NA
Morgan Stanley 75 40 17 28% 5% 460%
Santander 68 27 -6 42% 9% 367%
Visa 77 38 10 28% 0% NA
Top Retail Brands Satisfaction (on a 100-point scale) WoMI Score “Likelihood to Recommend” Metric Score “Likelihood to Recommend” Metric-Defined Detractors* TRUE Detractors** Average Overstatement of Detractors***
Retail: Category Average 80 52 40 17% 5% 810%
Adidas 79 48 33 16% 1% 1500%
Amazon 85 67 58 10% 1% 900%
Burberry 82 52 48 11% 7% 57%
eBay 84 61 51 11% 1% 1000%
Gap 75 36 15 22% 1% 2100%
Gucci 81 53 45 11% 3% 267%
H&M 76 44 30 17% 3% 467%
Ikea 79 56 47 10% 1% 900%
Louis Vuitton 81 56 39 56% 39% 1700%
Nike 79 44 30 16% 2% 700%
Ralph Lauren 79 49 33 16% 0% NA
Tiffany & Co. 82 54 41 16% 3% 433%
Walt Disney 83 62 56 8% 2% 300%
Zara 76 42 32 15% 5% 200%
Other Top Brands Satisfaction (on a 100-point scale) WoMI Score “Likelihood to Recommend” Metric Score “Likelihood to Recommend” Metric-Defined Detractors* TRUE Detractors** Average Overstatement of Detractors***
Other: Category Average 73 33 5 32% 5% 499%
Allianz 73 40 13 33% 6% 173%
AXA 67 0 -18 47% 27% 115%
Facebook 64 22 -23 47% 2% 667%
Google 78 40 20 23% 3% 525%
KFC 72 38 12 27% 1% 440%
McDonald’s 71 31 -15 38% 2% 850%
MTV 72 27 1 35% 9% 133%
Pizza Hut 79 49 33 16% 0% 340%
Shell 70 25 -17 42% 0% 1000%
Starbucks 77 45 23 22% 0% 1100%
UPS 78 49 35 18% 4% 200%
Yahoo! 69 27 -4 34% 3% 440%

* Likelihood to Recommend Metric defines detractors as anyone who rates their likelihood to recommend a company at 0-6 on a 10-point scale.

** WoMI defines TRUE Detractors as anyone who rates their likelihood to detract from a company with a 9 or 10 on a 10-point scale.

*** Overstatement of detractors is calculated using the following formula: (% of Likelihood-to-Recommend-Metric defined detractors-% of WoMI-defined TRUE Detractors)/% of WoMI-defined TRUE Detractors. The average overstatement at the category level is an average of the company-level overstatements of detractors. The overall average overstatement is the average of the overstatements of each underlying category.

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Top 100 Brands

April, 2013

ForeSee measured satisfaction, WoMI, and single-question “likelihood to recommend” scores for Interbrand’s 2012 list of the top 100 brands (the actual list below reflects 89 companies, as we were not able to collect sample size sufficient to calculate statistically significant scores for the remaining 11 brands). More than 21,000 consumer surveys were collected for this study via panel.

The research is illuminating. On average, the “likelihood to recommend” methodology can overstate detractors for the biggest brands by 299% (overstatement of detractors varies somewhat by industry).

Top 100 Brands Satisfaction (on a 100-point scale) WoMI Score “Likelihood to Recommend” Metric Score “Likelihood to Recommend” Metric Defined Detractors* WoMI-Defined Detractors** Average Overstatement of Detractors***
Average Across Top 100 Brands 77 42 28 21% 7% 299%
Top Automotive Brands Satisfaction (on a 100-point scale) WoMI Score “Likelihood to Recommend” Metric Score “Likelihood to Recommend” Metric Defined Detractors* WoMI-Defined Detractors** Average Overstatement of Detractors***
Automotive Brands: Average 79 44 38 17% 11% 85%
Audi 79 30 37 16% 23% -30%
BMW 78 37 40 14% 17% -18%
Ford 77 43 28 22% 7% 214%
Harley Davidson 81 54 52 10% 8% 25%
Honda 82 52 49 11% 8% 38%
Hyundai 79 52 39 19% 6% 217%
Kia 80 46 39 16% 9% 78%
Mercedes-Benz 80 43 39 18% 14% 29%
Nissan 77 44 35 16% 7% 129%
Toyota 78 42 33 18% 9% 100%
Volkswagen 78 42 28 23% 9% 156%
Top B2B Brands Satisfaction (on a 100-point scale) WoMI Score “Likelihood to Recommend” Metric Score “Likelihood to Recommend” Metric Defined Detractors* WoMI-Defined Detractors** Average Overstatement of Detractors***
B2B Brands: Average 79 43 35 17% 11% 96%
3M 82 55 46 13% 4% 225%
Caterpillar 80 39 41 15% 17% -12%
Cisco 80 39 38 16% 15% 7%
General Electric 75 36 20 24% 8% 200%
John Deere 83 56 54 11% 9% 22%
Nokia 75 37 22 22% 7% 214%
Oracle 74 36 25 23% 12% 92%
Xerox 80 43 41 14% 12% 17%
Top Computer/Electronics Manufacturers Satisfaction (on a 100-point scale) WoMI Score “Likelihood to Recommend” Metric Score “Likelihood to Recommend” Metric Defined Detractors* WoMI-Defined Detractors** Average Overstatement of Detractors***
Computer/Electronics Manufacturers: Category Average 78 45 33 18% 6% 264%
Adobe 75 39 25 20% 6% 233%
Apple 83 56 47 13% 4% 225%
Blackberry (RIM) 74 36 21 25% 10% 150%
Canon 80 50 41 15% 6% 150%
Dell 77 42 28 21% 7% 200%
HP 76 43 29 18% 4% 350%
IBM 78 34 27 18% 11% 64%
Intel 79 42 35 17% 10% 70%
Microsoft 75 42 29 20% 7% 186%
Nintendo 80 51 43 12% 4% 200%
Panasonic 80 46 39 12% 5% 140%
Philips 78 48 33 19% 4% 375%
Samsung 77 44 23 23% 2% 1050%
Sony 80 55 43 16% 4% 300%
Top Consumer Packaged Goods Brands Satisfaction (on a 100-point scale) WoMI Score “Likelihood to Recommend” Metric Score “Likelihood to Recommend” Metric Defined Detractors* WoMI-Defined Detractors** Average Overstatement of Detractors***
Consumer Packaged Goods (CPG): Category Average 78 44 31 19% 5% 399%
Avon 81 58 52 11% 5% 120%
Budweiser 77 41 29 18% 6% 200%
Coca-Cola 77 41 20 25% 4% 525%
Colgate 77 37 18 23% 4% 475%
Corona 77 39 18 25% 4% 525%
Danone 78 30 31 12% 13% -8%
Gillette 78 44 28 20% 4% 400%
Heineken 78 43 34 16% 7% 129%
Heinz 80 48 31 18% 1% 1700%
Jack Daniels 81 55 45 15% 5% 200%
Johnnie Walker 80 45 38 17% 10% 70%
Johnson & Johnson 80 48 40 12% 4% 200%
Kellogg 77 43 27 19% 3% 533%
Kleenex 79 50 31 21% 2% 950%
L’Oreal 78 52 40 20% 8% 150%
Moet & Chandon 78 45 37 16% 8% 100%
Nescafe 79 47 33 18% 4% 350%
Nestle 78 43 28 20% 5% 300%
Pampers 79 47 37 17% 7% 143%
Pepsi 78 41 20 26% 5% 420%
Smirnoff 78 41 24 20% 3% 567%
Sprite 75 39 17 25% 3% 733%
Top Financial Services Brands Satisfaction (on a 100-point scale) WoMI Score “Likelihood to Recommend” Metric Score “Likelihood to Recommend” Metric Defined Detractors* WoMI-Defined Detractors** Average Overstatement of Detractors***
Financial Services: Category Average 70 28 1 35% 8% 527%
American Express 78 44 29 21% 6% 250%
Citi 69 24 -13 45% 8% 463%
Goldman Sachs 69 15 5 29% 19% 53%
HSBC 64 14 -24 49% 11% 345%
J.P. Morgan 73 33 8 33% 8% 313%
Mastercard 72 30 5 29% 4% 625%
Morgan Stanley 74 41 16 28% 3% 833%
Santander 61 16 -25 51% 10% 410%
Visa 74 37 8 31% 2% 1450%
Top Retail Brands Satisfaction (on a 100-point scale) WoMI Score “Likelihood to Recommend” Metric Score “Likelihood to Recommend” Metric Defined Detractors* WoMI-Defined Detractors** Average Overstatement of Detractors***
Retail: Category Average 80 47 39 15% 6% 222%
Adidas 77 40 28 18% 6% 200%
Amazon 85 61 53 11% 3% 267%
Burberry 82 44 45 11% 12% -8%
eBay 80 52 39 17% 4% 325%
Gap 75 36 21 21% 6% 250%
Gucci 83 45 45 12% 12% 0%
H&M 73 37 21 19% 3% 533%
Ikea 80 53 46 10% 3% 233%
Louis Vuitton 79 46 40 15% 9% 67%
Nike 78 44 30 17% 3% 467%
Ralph Lauren 79 42 33 16% 7% 129%
Tiffany & Co. 83 57 51 11% 5% 120%
Walt Disney 83 59 50 12% 3% 300%
Other Top Brands Satisfaction (on a 100-point scale) WoMI Score “Likelihood to Recommend” Metric Score “Likelihood to Recommend” Metric Defined Detractors* WoMI-Defined Detractors** Average Overstatement of Detractors***
Other: Category Average 73 33 10 30% 6% 499%
Allianz 74 27 8 30% 11% 173%
AXA 73 27 12 28% 13% 115%
Facebook 64 19 -21 46% 6% 667%
Google 75 40 19 25% 4% 525%
KFC 74 36 14 27% 5% 440%
McDonald’s 68 26 -8 38% 4% 850%
MTV 73 28 12 28% 12% 133%
Pizza Hut 75 39 22 22% 5% 340%
Shell 71 25 -15 44% 4% 1000%
Starbucks 77 45 23 24% 2% 1100%
UPS 79 51 39 18% 6% 200%
Yahoo! 73 31 9 27% 5% 440%

* Likelihood to Recommend Metric defines detractors as anyone who rates their likelihood to recommend a company at 0-6 on a 10-point scale.

** WoMI defines TRUE Detractors as anyone who rates their likelihood to detract from a company with a 9 or 10 on a 10-point scale.

*** Overstatement of detractors is calculated using the following formula: (% of Likelihood-to-Recommend-Metric defined detractors-% of WoMI-defined TRUE Detractors)/% of WoMI-defined TRUE Detractors. The average overstatement at the category level is an average of the company-level overstatements of detractors. The overall average overstatement is the average of the overstatements of each underlying category.

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