Social Brand Value – Measuring Brand Equity in Social Media

So I finally found the time after my civil service and several projects (swissfreeski.ch, coopskicross.ch, swisscomfreeskitour.ch, freeride-education-camp.ch). Here’s a short overview and the thesis (I extracted the calculation method for Social Brand Value):

Brand managers need a reliable approach to measure their marketing efforts, and the possibility to justify marketing expenditures in digital channels. This paper offers a new approach for measuring, analyzing, and predicting a brand’s equity.

The paper evaluates the most successful brands during the month of June 2010, based  on the established measurement algorithm for social brand value. The calculation of the most successful brands, during the selected month, includes over 360 different brands.
The ranking is composed by 332 million user actions and 11’000 user comments on social networking services. The calculation extracts Google, Starbucks, and Apple as  the brands with the highest social brand value.  Furthermore, the study sheds some
light on interesting topics spreading on social media sites. For instance, the oil crisis in  the Gulf of Mexico has spurred discussion around British Petroleum (BP). Apparently,  BP has sustained a high level of awareness but with a negatively attached image.

Master Thesis – Daniel Baur – Social Brand Value