The Kaizo Advocacy Index (KAI) is designed to give a perspective on a brand’s online reputation. The Index examines a selection of major brands from the supermarket, mobile, airline and children's cereal sectors. Research was conducted in September 2010 over a two week period

4. Results table KAI Score (%) Summer 10 KAI Score (%) Winter 10 Rank Increase/ decrease Mobile Operators Vodafone 12 38 - 3 Mobile 6 -20 ↑ O2 3 -5 - T-Mobile 2 -27 ↑ Orange -10 1 ↓ Airlines: Virgin Atlantic 10 12 - easyJet -4 -36 ↑ British Airways -14 -21 ↓ BMI -16 -31 ↓ Ryanair -56 -50 - Supermarkets Waitrose 52 - - Morrisons 44 - - Asda 38 - - Sainsbury’s 20 - - Tesco -4 - - Cereals Cheerios 41 - - Weetos 32 - - Nesquik 25 - - Coco Pops 16 - - Frosties 10 - -

5. Supermarket sector

6. Children’s cereal sector

7. Airline sector

8. Mobile sector

9. For a full report please visit www.kaizo.net/releases/KaizoAdvocacyIndexSummer2010