The world’s most valuable brands.
Who’s most engaged?
Prepared by:
ENGAGEMENTdb
Ranking the Top 100 Global Brands
www.ENGAGEMENTdb.com
July 2009
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TABLE OF CONTENTS
Introduction ......................................................................................... 1
Key Findings .........................................................................................2
Depth of engagement can be measured. .............................................2
Brands fall into one of four engagement profiles. .................................5
Financial performance correlates with engagement. ............................6
Best practices ........................................................................................8
Starbucks ............................................................................................8
Toyota ...............................................................................................12
SAP ....................................................................................................14
Dell ....................................................................................................16
Key Takeaways .................................................................................. 18
Methodology .....................................................................................20
Appendices
Appendix A: Engagement Scores for the Top 100 Global Brands .........23
Appendix B: Engagement Scores by Industry ......................................26
Appendix C: Engagement Profiles .......................................................31
Endnotes .............................................................................................32
INTRODUCTION
Historically, economic hardship motivates companies to take a good, hard look at their marketing
budgets and try to compute each investment’s financial value. This recession is no different, with
one exception: social media has become perceived as an indispensible marketing tool — one getting
increa