Apple and Coles lose out in real-time sentiment index

Lindsay Bennett
By Lindsay Bennett | 14 July 2016

Apple and Coles have dropped in rankings in the latest global brand sentiment index mid-year findings. Google and YouTube topped the list and in supermarket wars, Aldi has held its spot at the top, overtaking Woolworths and Coles in the last index.

In the last YouGov BrandIndex from Q4 of 2015, Coles appeared fifth on the top 10 brand list. It has now dropped off the list completely and follows Aldi and Bunnings in the retail category.

The report also shows Netflix is topping the Australian telecoms sector, beating out Foxtel. For the first time Optus has made the list for the top five brands in the same category, according to positive feelings towards the telco brand.

Interestingly, Optus has ranked highly in the sentiment index considering some backlash surrounding its EPL coverage. Its newfound popularity could be a result of its heavy marketing which has most recently focused Idris Elbas, Mark Wahlberg and Usain Bolt.

BrandIndex was launched in Australia in 2015 by UK monitoring firm YouGov. It arrives at brand index scores by monitoring consumer responses of more than 250 brands.

BrandIndex asks consumers if they have recently heard anything positive or negative about a brand and comes up with a composite score which it refers to as 'buzz'. A higher buzz score indicates a more positive consumer sentiment towards a brand. See below for a breakdown of the five brands with the highest buzz scores in each category.

Australia: Top Buzz RankingsĀ 

real time

YouGov also looks at individual categories, for instance retail and insurance, which you can see the full list here.

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