What brands are most “Like-able”?

We analyzed the Interbrand Top 100 Global Brands of 2010 list to pull of what brand sectors are most like-able on Facebook.

From the Interbrand list, we pulled out the Brand Value in USD for each of the top 100 brands. This number represents the dollar value of a brand and is calculated through a fairly complex process described here. We then tabulated the number of Facebook Likes for each brand. Some brands had multiple pages, so our process was to pull the largest English language page that represented the entire brand. For example: Kellogg’s has pages for Pop-Tarts, Frosted Flakes, etc… but we only counted the fans on the Kellogg’s Page.

Our first finding was that brand value had almost no correlation with brand likes. Going down the list of 100 top brands, even though brand value changed from $70 billion to $3 billion, the brand likes seemed to follow no pattern.

Once we had brand value and brand Llkes, we put them into a ratio (brand value/brand likes) for each brand. We called this Dollar per Like. Once we saw these numbers, it became clear the pattern was not based on absolute brand value, but on the industry the brand is in. We then graphed the Dollar per Like values for each industry.

The spread between industries is pretty incredible. Financial Services brands only have one Facebook Like for each $4 million in brand value! On the lowest end, Restaurants have one Facebook Like for each $2,000 in brand value. That’s a 2000x difference.

There are likely many reasons for these huge differences: number of customers, levels of customer passion, money spent on Facebook marketing, demographics of customers, etc… But looking at this chart should tell any Facebook marketer which industries are ‘easy’ to market for (restaurants, apparel, sporting goods, beverages…) and which are ‘hard’ to market for (financial services, tobacco, transportation, business services).

Category: Brands, Facebook, data, marketing