The document summarizes the results of the Kaizo Advocacy Index (KAI), which measures brands' online reputations across various sectors. The KAI scores show that in the camera sector, Lumix had the highest score of 60% followed by Fujifilm, while Kodak had the lowest. In supermarkets, Morrisons scored highest while Waitrose saw a dip. Virgin Atlantic had the best reputation in airlines as BA struggled with disputes. Weetabix led the cereal sector and Lenovo performed well in PC manufacturers.

2. Background
• The Kaizo Advocacy Index is a bi-annual audit of a
brand’s online reputation
• Examines a selection of UK household brands from
the supermarket, camera, airline, cereal and PC
manufacturer sectors
• Methodology emulates the way consumers and
assess brands online, looking at what they actually
find when they search through Google and other social
media search tools
• Research was conducted in September 2011 over a
two week period

3. KAI Score (%) Autumn 2011 KAI Score (%) Winter/ Spring 2011 Rank increase/ decrease
Cameras:
Sector Average: 47 -
Lumix 60 - -
Fuji Film 53 - -
Olympus 52 - -
Canon 47 - -
Nikon 42 - -
Kodak 30 - -
Airlines:
Sector Average: -12 -11
Virgin Atlantic 20 31 =
BMI 17 -16 ↑
British Airways -10 -20 ↑
easyJet -16 1 ↓
Ryanair -69 -51 =
Supermarkets:
Sector Average: 9 20
Morrisons 34 23 ↑
Waitrose 12 48 ↓
Asda 4 11 ↓
Tesco 0 -8 ↑
Sainsbury’s -6 28 ↓
Cereals:
Sector Average: 14 24
Weetabix 31 37 =
Kellog’s Corn Flakes 11 29 =
Shreddies 10 13 ↑
Shredded Wheat 8 26 ↓
Special K 8 16 ↓
PC Manufacturers:
Sector Average: 14 26
Lenovo 38 32 =
Asus 34 20 ↑
Acer 31 26 =
Dell 15 23 ↓
HP -49 27 ↓

4. Results overview
• Perfect picture for cameras online
– In an overwhelmingly positive group, Lumix Panasonic was
ranked first (60%), closely followed by Fujifilm (53%), Olympus
(52%), Canon (47%), Nikon (42%) with Kodak ranking last with
(30%).
• Morrison’s take tops spot as Waitrose suffers customer dip
• Virgin flies high online as industrial disputes ground BA
• Weetabix dancing teddies take brand to top online spot
• Tablet talk boost Lenovo’s online brand

5. Camera sector
Kodak
Fujifilm
1 Nikon
Olympus
Lumix
Cannon
0 20 40 60 80
70
60
50
40
Detractors
30 Passive
Promoters
20
10
0
Cannon Lumix Olympus Nikon Fujifilm Kodak

6. Supermarket sector
Tesco
ASDA
1
Morrisons
Sainsbury's
Waitrose
-10 0 10 20 30 40
60
50
40
30
Detractors
20 Passive
10 Promoters
0

7. Airline sector
Ryanair
British Airways
1
BMI
easyJet
Virgin Atlantic
-80 -60 -40 -20 0 20 40
80
70
60
50
40 Detractors
30 Passive
20 Promoters
10
0
Virgin easyJet BMI British Ryanair
Atlantic Airways

8. Cereal sector
Shreddies
Special K
1
Shredded Wheat
Kellogg's Corn Flakes
Weetabix
0 10 20 30 40
50
45
40
35
30
25 Detractors
20
15 Passive
10 Promoters
5
0
Weetabix Kellogg's Shredded Special K Shreddies
Corn Wheat
Flakes

9. PC sector
Lenovo
Dell
1
Acer
HP
ASUS
-60 -40 -20 0 20 40 60
60
50
40
Detractors
30
Passive
20 Promoters
10
0
ASUS HP Acer Dell Lenovo