NetBase Report Reveals 2016 Top Global Brands Based on Social Media Conversations

Facebook, Apple and eBay Crowned as Top Three in NetBase Brand
Passion Report: Top 100 Brand Love List

SANTA CLARA, Calif.–(BUSINESS WIRE)–NetBase, a global leader in enterprise social analytics, today released
its second annual NetBase
Brand Passion Report 2016: Top 100 Global Brand Love List
, which
reveals the brands consumers expressed the most love for on social
media. The report leveraged NetBase’s social analytics technology to
examine more than 265 million posts, ranking the most loved brands in
technology, consumer goods, automotive, food and beverage, financial
services and energy companies globally.

Read the full NetBase Brand Passion Report 2016: Top 100 Global Brand
Love List at

“Most consumer purchases are won over by emotion– the more passion the
consumer has for the brand, the less they rely on price as the deciding
factor,” said Paige Leidig, chief marketing officer at NetBase.
“Listening and identifying brand emotions related to certain brands can
help those organizations pinpoint conversations causing issues and also
optimize on positive conversations, keeping ahead of the curve to stay
nimble with their fans.”

The NetBase Brand Passion Report 2016 is based on brand conversations
across social networks, review sites, blogs, forums and news sites
worldwide between May 18, 2015 and May 17, 2016. The brands originate
from 11 countries across 15 different industries. The food and beverage
industry dominates the list with 22 different brands, representing 24
percent of the total 100 brands. The retail industry takes second place,
representing 18 percent of total brands, followed by the technology
industry, at 16 percent of total brands.

Additional findings from the report include:

  • 82 percent of the winning loved brands originate from three countries:
    United States, which accounts for 62 percent of the brands, Japan with
    15 percent and South Korea with 5 percent.
  • A majority of the top ten brands were established in the last 20-30
    years, with only one veteran – Disney – making the cut.
  • Technology companies take the first two spots – Facebook and Apple –
    although there are more food and beverage brands and retail brands in
    the Top 100.
  • Entertainment dominates the Top Ten of the Global Love List: Disney,
    Pokémon, Netflix and Sony PlayStation.
  • Compared to last year, more e-commerce brands are represented in the
    Top Ten: eBay, Amazon and Etsy.

Report Overview

The NetBase Brand Passion Report 2016 is based on brand conversations
across Twitter, Facebook, Tumblr, blogs, forums, news and review sites
between May 2015 and May 2016.

Using NetBase patented technology, the report measures consumer
emotions, behaviors and usage towards the industry and represented
brands. NetBase maps a category using three dimensions:

  • Volume – measuring the number of earned and owned mentions and
  • Passion Intensity – indicating how strong consumers feel about a brand
    or company based on a scale of 0-100; and
  • Net Sentiment – measuring the overall direction of how consumers feel
    about a brand’s marketing, customer service and products on a scale of
    -100 to +100.

These three dimensions form the NetBase Brand Passion Index™, which
signals the brand health and tracks a brand’s movement over time,
ultimately reflecting whether a brand is winning the hearts of the
consumers. By better understanding what consumers truly want and their
emotional investment, brands can turn social conversations into powerful
marketing tools that truly satisfy consumer passions.

About NetBase

NetBase is the award-winning social analytics platform that global
companies use to run brands, build businesses, and connect with
consumers every second. Its platform processes millions of social media
posts daily for actionable business insights for marketing, research,
customer service, sales, PR, and product innovation. NetBase is a
trusted partner to American Airlines, Arby’s, Coca-Cola, Ogilvy,
T-Mobile, Universal Music Group Nashville, Walmart, and YUM! Brands.
Learn more at or
See your brand’s social movement in real-time with NetBase
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Kiley Nichols, 415-293-2001