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RIO Ambush Marketing Awards: Nike Takes Gold, Pepsi & Siemens Follow

Samsung, McDonald’s and General Electric Sweep TOP Sponsor Gold, Silver, and Bronze

P&G Stumbles, Omega (Finally) Shines

 

Rio logo

 

August 29, 2016, Austin, Texas —  The Global Language Monitor has announced that Nike has taken its first ever Gold for the Top Ambush Marketing Campaign. Pepsi took the Silver outdistancing Top Sponsor (and global competitor) Coke by a Brand Affiliation Index (BAI) score of 130.40 to 89.59, a 40% advantage. Ever-strong Siemens AG won the Bronze, even though GE, its major global competitor, nipped Siemens by 5.78 BAI points.

This all according to the exclusive  2016 Rio Summer Olympics Brand Scorecard available now for download.

Gold Rio
Nike Takes the Gold , Finishing Behind Top Sponsor Samsung
Silver Rio
Pepsi Outduels Arch-rival Coke, Winning by Some 50 BAI Points
Bronze Rio
Siemens Took, Bronze, though Top Sponsor GE Beat it.

Among the Top Sponsors, Samsung more than doubled the score of a resurgent McDonald’s. McDonald’s Silver Medal performance was its top finish since at least the Vancouver Games. GE took the Bronze with its highest ever score of 129.98.

The Games of the XXXI Olympiad recently concluded on August 21, 2016 in Rio de Janeiro, Brazil.

The biggest surprise among all marketers was newcomer Under Armour breaking into the Top Fifteen overall and outdistancing six of the Top Sponsors.

Not all Ambush Marketers are ‘stealth’ marketers per se. Some like Under Armour, a prime Non-affiliated Marketer (NAM) are top of mind in the global audience because of their relevant products and target markets.  Nevertheless, this makes Under  Amour a prime example of a ‘value leak’ and the recipient of an Olympic Economic Value Unit worth up to several hundred million dollars for this Olympiad,

Samsung more than doubled the score of a resurgent McDonald’s. McDonald’s Silver Medal performance was its top finish since at least the Vancouver Games. GE took the Bronze, a remarkable feat for a B2B enterprise.

 

Gold Rio
Samsung Wins Top Sponsor Gold with Highest Ever Score
Silver Rio
Resurgent McDonald’s Scores Silver
Bronze Rio
GE Won the Bronze, a Major Feat for the B2B Giant

 

 

 

 

 

 

 

UnderArmour Takes the Most Promising Newcomer Award, a Sheaf of Wheat
UnderArmour Takes the Most Promising Newcomer Award, a Sheaf of Wheat

GLM is continuing its  analysis of such Economic Value Units and how they apply to global athletic events such as the Olympics and FIFA World Cups and to  lesser extent the Commonwealth, Pan-American, and Asian Games, and the like. There is little question that the IOC is quite cognizant of the consequences of the of EVUs, but other than further tightening it restrictions against the usage of the Olympic  ‘elements,’ such as the rings and nomenclature, little has been done to tighten and/or eliminate the presence of ‘Value Leaks’.

The awards are determined by Global Language Monitor’s (GLM) Brand Affiliation Index (BAI), a proprietary, longitudinal study that analyzes the global association between (and among) individual brands and their competitors or, in this case, the Rio Summer Games. In the study, The Global Language Monitor measured several dozen factors, closely examining all marketing movement extending from London 2012 to projections for Tokyo 2020.

GLM has been tracking the Olympics in this manner since the Beijing Summer Games.

 

Rio Brand Scorecard
RIO Olympics Brand Scorecard Now Available

 

About the Study

Download the Study Now!

Read the Stories behind the Stories — The 2016 Rio Summer Olympics Brand Scorecard.– and there were more twists on the road to the Rio Summer Games 2016 than the hottest telenovela on BrazilianTV!

GLM’s analysis is part of GLM’s on-going longitudinal study stretching back to the Summer Games in Beijing (2008) and forward to the Winter Games in Beijing in 2022.  The study uses GLM’s Brand Affiliation Index (BAI) to track how often brand names are linked to the Olympics in global print and electronic media and social networks.  GLM also uses the Entity Affiliation Index (EAI),  to track non-branded entities in the same manner. The Zika virus is such a non-branded entity.

Hundreds of millions of dollars were won or lost depending on the the all-important BAI ranking.of the articular TOP Sponsor.  For the first time the concept of Economic Value Unit is introduced to try to capture the actual values of an Ambush Marketers effort.

The figure below shows the final scores of all the Top Sponsors and Non-affiliated Marketers for the Rio Summer Games of 2016.

 

Final Ranking BAI

 

The figure below shows the change in scores from from Week 1 measurements to to the final BAI measurement of the Rio Games.

 

Final BAI Ranking and Change

 

There was an unprecedented amount of change since our ’18 Months Out, measurement.  This seems to reflect the continuous flow of negative stories surrounding the Rio Olympics during that period.  Negative Olympic-related stories: impeaching and subsequent replacement of the president, the emerging global Zika emergency, missed construction deadlines. poor ticket sales, toxic water venues, and the like.

NBC optimistically maintained its average 26 million viewers, a 15% decline from the 2012 Summer Games’ draw of 31.1 million viewers and a 17.5 rating. (Rio’s ratings reflect NBC’s Total Audience Delivery that includes streaming and various other NBC-owned cable properties.

GLM’s pre-Olympic analysis found combined BAI references at 1.5% of London.

 

Change from 18 Months Out

 

The Terra Cotta medal, first awarded to Omega after the Sochi Winter Games in 2014, represents the least  successful marketing campaign by a  TOP Sponsor.

Terra Cotta awarded to TOP Sponsor least achieving epectations
Terra Cotta awarded to TOP Sponsor least achieving expectations

This year’s recipient is Procter & Gamble (P&G).  As shown below,  Procter & Gamble plummeted to Its Lowest BAI Level at least since the Beijing Olympics.

This is a shocking result for a company that finished as the NO. 1 TOP Sponsor at Sochi.  GLM actually combined all P&G branded entities advertised at the Games.

 

Procter & Gamble Plummeted to Its Lowest BAI Level
Procter & Gamble Plummeted to Its Lowest BAI Level

 

GLM uses its proprietary algorithmic services to perform brand audits, enabling organizations to judge their brand performance between and among their competitors and their peers. The higher the BAI (Brand Affiliation Index) the closer the brand affiliation with the primary brand, in this case the RIO Summer Olympics.

Of course, not all Ambush Marketers plan to steal the Olympic glow from their competitors, a cost estimated to be up to $1 billion, fully loaded, over a four-year Olympiad. Therefore, GLM uses the term Non-affiliated Marketers (NAM) for those, like Under Armour, who seem to engender a  false impression of Olympic sponsorship, our research shows, because immense presence in associated categories and size,

About the Global Language Monitor
Austin-Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices and their impact on the various aspects of culture, with a particular emphasis upon Global English. This exclusive ranking is based upon GLM’s Narrative Tracking technology. NarrativeTracker analyzes the Internet, blogosphere, the top 300,000 print and electronic news media, as well as new social media sources (such as Twitter) as they emerge. The words, phrases and concepts are tracked in relation to their frequency, contextual usage and appearance in global media outlets.
In 2003, The Global Language Monitor (GLM) was founded in Silicon Valley by Paul J.J. Payack on the understanding that new technologies and techniques were necessary for truly understanding the world of Big Data, as it is now known. GLM provides a number of innovative products and services that utilize its ‘algorithmic services’ to help worldwide customers protect, defend and nurture their branded products and entities. Products include ‘brand audits’ to assess the current status, establish baselines, and competitive benchmarks for current intellectual assets and brands.
These services are currently provided to the Fortune 500, the Higher Education market, high technology firms, the worldwide print and electronic media, and the global fashion industry, among others.
For more information, call 1.512.815.8836, email info@LanguageMonitor.com, or visit www.LanguageMonitor.com.

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First Rio Olympics Brand Scorecard: UnderArmour Hot; Samsung and Nike Lead

 

Under Armour Makes a Splash

Coke Strong

P&G Falters Further

Rio logo

 

Austin, Texas, Olympic Weekend August 19-21, 2016  — The first Brand Scorecard of the Rio Olympics is in the can, and as usual Michael Phelps, is raking in an unprecedented amount of gold, as are the top Ambush Marketers of the 2016 Summer Games.  This according to the Rio 2016 Olympics Brand Scorecard, the on-going longitudinal study by the Global Language Monitor, now tracking its sixth Olympiad.  The study tracks the value leaks occurring when the Ambush Marketers siphon off some of the brand equity that by rights belong to the TOP Sponsors who pay hundreds of millions of dollars to secure these rights.  GLM believes that fully loaded, TOP Sponsors spend up to a billion dollars per Olympiad to support their sponsorships.

 

BAI Scores for Week 1 & 2
Rio Olympics BAI Scores for Week 1 & 2

 

According to Paul JJ Payack, president of the Global Language Monitor, “Beneath the glitter and the gold of the Games themselves, the Rio Olympics are plagued by a grim undercurrent of poverty, political malaise, and a failing infrastructure. In the same manner, directly beneath the glamorous, high impact Olympic-themed ad campaigns of the TOP Sponsors, lurk the stealth (and sometimes not so stealth)  campaigns of the Ambushers.”

The Global Language Monitor’s Brand Affiliation Index (BAI) tracks the closeness of the relationship between branded entities in this case, the Rio Summer Olympics and its TOP Sponsors.  Eighteen months ago the average BAI between and among the Rio Olympics and its TOP Sponsors registered higher than that of the London Summer Games.  After the deluge of bad news engulfed the on-coming Games, the BAI tumbled to about half the London levels until beginning to rise, once again, about three months ago.

 

Rio BAI Change by Percent

Rio BAI Change by Percent

 

 

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TOP Sponsors for RIO
The TOP Sponsors of the Rio 2016 Summer Olympics are:  Atos Origin (EPA: ATO), Bridgestone (TYO: 5108), Coca-cola (NYSE: KO), Dow (NYSE: DOW.WD), GE (NYSE: GE), McDonald’s (NYSE: MCD), Omega SA (Private), Panasonic (TYO: 6752), P&G (NYSE: PG), Samsung (KRX: 005930), and Visa Card (NYSE: V).
Top Non-affiliated Marketers
The top Non-affiliated Marketers (NAM) or Ambush Marketers of the Rio 2016 Summer Olympics are:  DuPont (NYSE: DD), IBM Global Services (NYSE: IBM), Michelin (EPA: ML), Nike (NYSE: NKE), Pepsi (NYSE: PEP), Philips (NYSE: PHG), Red Bull GmbH (Private), Rolex (Private), Siemens (AG ETR: SIE), Starbucks (NASDAQ: SBUX), Subway (Private), Under Armour and Unilever (NYSE: UL)

About the Study

Download the Study Now!

The 2016 Rio Summer Olympics Brand Scorecard.– GLM’s analysis is part of GLM’s on-going longitudinal study stretching back to the Summer Games in Beijing (2008) and forward to the Winter Games in Beijing in 2022.  The study uses GLM’s Brand Affiliation Index (BAI) to track how often brand names are linked to the Olympics in global print and electronic media and social networks.  GLM also uses the Entity Affiliation Index (EAI),  to track non-branded entities in the same manner. The Zika virus is such a non-branded entity.

For the Rio Summer Games 2016 there are eleven Official Top Sponsors:

The International Olympic Committee (IOC) has strict regulations in place to protect its official international partners and prevent ambushing official Olympic partners and sponsors, such as Rule 40 of the Olympic Charter which prohibits athletes working with non-affiliated marketers during the Games, though there are reports that the rule is being modified for RIO.

Methodology.  Austin-Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices and their impact on the various aspects of culture, with a particular emphasis upon Global English. This exclusive ranking is based upon GLM’s Narrative Tracking technology. NarrativeTracker analyzes the Internet, blogosphere, the top 350,000 print and electronic news media, as well as new social media sources (such as Twitter) as they emerge. The words, phrases and concepts are tracked in relation to their frequency, contextual usage and appearance in global media outlets.

For more information call +1.512.815.8836 or email: Info@LanguageMonitor.com.

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Zika Virus’ Growing Impact on the Rio 2016 Summer Olympics

 

First Independant Measurement of the Impact of the Zika Virus on the Rio Games

Impact on the Games Themselves  Growing Steadily

Significant Impact on Sponsors Varies by Sponsor

 

March 22, 2016 Austin, Texas — In the first independant analysis of the impact of the Zika Virus on the Rio Summer Games, the Global Language Monitor (GLM) has found two significant trends:

  • There is a significant and growing impact on the Games themselves, and
  • There is a greater impact on individual sponsors.

This analysis is part of GLM’s longitudinal study stretching back to the Summer Games in Beijing (2008) and  forward to the Winter Games in Beijing in 2022.  The ongoing study uses GLM’s Brand Affiliation Index (BAI) to track how often brand names were linked to the Olympics in global print and electronic media and social networks.

When tracking non-branded entities, such as the Zika Virus, GLM uses a slightly modified variation of the BAI called the Entity Tracking Index (EAI).

Read the Story Here
Read the Story Here

 

The graphic below shows the increasing Zika Virus’ Entity Tracking Index (EAI) numbers over the last six weeks.


Zika EAI Rio Olympics

 

Below is a different view of  the  Zika Virus’ Entity Tracking Index (EAI) numbers over the last six weeks.

 

Zika Rio Olympics Bar Charts

 

“Of particular interest is the wide variation found in the EAIs between Major Sponsors.

“When tracking brand equity, the early numbers provide strong indicators of actual performance during the Games, providing a snapshop of the intense battle already being waged between the Official Olympic Sponsors and the Non-affiliated Marketers, also called Ambush Marketers or Ambushers,” said Paul JJ Payack, President and Chief world Analyst of the Global Language Monitor.

“With the EAI, we are masking the sponsors’ numbers at this point, though these are available immediately by subscription to our service by the sponsor.”

Request the EAI analysis for your organization now:   info@LanguageMonitor.com or call +1.512.815.8836 .

The customized report is available with individual details for your sponsorship;  the report will be delivered to you within 24 hours of receipt of your order.

 

Zika Virus Impacts Individual Sponsors to Various Degrees Zika Virus Impacts Individual Sponsors to Various Degrees
Zika Virus Impacts Individual Sponsors to Various Degrees

 

For the Rio Summer Games 2016 there are eleven Official Top Sponsors:

Coca-cola, Bridgestone, McDonald’s, P&G, GE, Omega, Samsung, Panasonic, Dow, Visa Card, and Atos Origin.  Currently GLM is tracking some eleven  Non-affiliated Marketers competing against the Top Sponsors, including:  IBM Global Services, Siemens AG, Pepsi, Nike, DuPont, Starbucks, Red Bull, Rolex, Philips, Unilever, and Subway, among others.

The International Olympic Committee (IOC) has strict regulations in place to protect its official international partners and prevent ambushing official Olympic partners and sponsors, such as Rule 40 of the Olympic Charter which prohibits athletes working with non-affiliated marketers during the Games, though there are reports that the rule is being modified for RIO.

Methodology.  Austin-Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices and their impact on the various aspects of culture, with a particular emphasis upon Global English. This exclusive ranking is based upon GLM’s Narrative Tracking technology. NarrativeTracker analyzes the Internet, blogosphere, the top 350,000 print and electronic news media, as well as new social media sources (such as Twitter) as they emerge. The words, phrases and concepts are tracked in relation to their frequency, contextual usage and appearance in global media outlets.

For more information call +1.512.815.8836 or email: Info@LanguageMonitor.com

 

Nine of 15 Brands Associated with Rio 2016 not Top Olympic Sponsors

New Brand Affiliation Index (BAI) Rankings for RIO 2016 Games

Bridgestone makes a remarkable debut as a Top Sponsor

Nike, though only an Official Supplier, has Clout of Top Sponsor

February 27, 2015 Austin, Texas — Top Olympic Sponsors Coca-Cola, Bridgestone, McDonald’s and GE lead the Marketing Race for the RIO Summer Games according to a new analysis of by the Global Language Monitor (GLM).  Among Non-Affiliated Marketers (NAM), the leaders include IBM Global Services, Siemens and Pepsi —  with Starbucks and Red Bull firmly in the mix. Nike, though only an Official Supplier, scored squarely in the midst of the Top Partners.   GLM used its proprietary Brand Affiliation Index (BAI)  to determine these rankings in the “RIO Olympics 2016 Marketing Outlook,” now ready to order.  Overall, nine of the top fifteen positions were held by Non-Top Partners, though three of the top five positions were held by Top Sponsors.

GLM Will Track Your Brand Up To and After the Closing Ceremonies, email INFO@lANGUAGEMONITOR.COM or Call +1.512.815.8836.

Among the surprises for the Top Sponsors were a remarkable debut by Bridgestone, currently besting all Top Sponsors save Coke, a strong showing for Nike,  and disappointing showings for Samsung and Panasonic.

RioTop Sponsors 18 months out

 

The report is an on-going longitudinal study stretching back to London and forward to Tokyo 2020.  GLM’s BAI tracks how often brand names were linked to the Olympics in global print and electronic media and social networks.

“The importance of these early numbers cannot be underestimated, since they have been found to be strong indicators of actual performance during the Games, themselves,” said Paul JJ Payack, President and Chief world Analyst of the Global Language Monitor.  “In fact, the early numbers show an intense battle for position already being waged between the Official Olympic Sponsors and the Non-affiliated Marketers, also called Ambush Marketers or Ambushers.”

Product Availability:  Immediately The ‘fully loaded’ cost of a Top  Olympic partnership totals as much as $1 billion over the course of each four-year Olympiad. For the Rio Summer Games 2016 there are eleven Official Top Sponsors:  Coca-Cola, Bridgestone, McDonald’s, P&G, GE, Omega, Samsung, Panasonic, Dow, Visa Card, and Atos Origin.  Currently GLM is tracking some eleven  Non-affiliated Marketers competing against the Top Sponsors:  IBM Global Services, Siemens AG, Pepsi, Nike, DuPont, Starbucks, Red Bull, Rolex, Philips, Unilever, and Subway, among others. GLM tracks all three tiers of Olympic sponsorships and their non-affiliated competitors. The International Olympic Committee (IOC) has strict regulations in place to protect its official international partners and prevent ambushing official Olympic partners and sponsors, such as Rule 40 of the Olympic Charter which prohibits athletes working with non-affiliated marketers during the Games, though there are reports that the rule is being modified for RIO. Methodology.  Austin-Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices and their impact on the various aspects of culture, with a particular emphasis upon Global English. This exclusive ranking is based upon GLM’s Narrative Tracking technology. NarrativeTracker analyzes the Internet, blogosphere, the top 250,000 print and electronic news media, as well as new social media sources (such as Twitter) as they emerge. The words, phrases and concepts are tracked in relation to their frequency, contextual usage and appearance in global media outlets. About the Global Language Monitor In 2003, The Global Language Monitor (GLM) was founded in Silicon Valley by Paul J.J. Payack on the understanding that new technologies and techniques were necessary for truly understanding the world of Big Data, as it is now known. GLM provides a number of innovative products and services that utilize its ‘algorithmic services’ to help worldwide customers protect, defend and nurture their branded products and entities. Products include ‘brand audits’ to assess the current status, establish baselines, and competitive benchmarks for current intellectual assets and brands. These services are currently provided to the Fortune 500, the Higher Education market, high technology firms, the worldwide print and electronic media, and the global fashion industry, among others. For more information, call 1.512.815.8836, email info@LanguageMonitor.com, or visit www.LanguageMonitor.com. <!– Start of StatCounter Code for Default Guide –>

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Top 220 University Brands, 2014 by Global Language Monitor

Top 400 US University Brands, 9th Edition, by the Global Language Monitor

 

Methodology:  For this analysis, the Global Language Monitor used its proprietary Brand Affiliation Index (BAI), the same technology used to measure global brand equity for the Olympics, World Cup, the Fortune 500, and others.  This exclusive, GLM longitudinal-study encompasses the prior three years to better assess short-term velocity and longer-term momentum.  The study is a Big Data textual analysis based on billions of webpages, millions of blogs, the top 375,000 global print and electronic media, and new social media formats as they appear.  This is the ninth edition of the survey since it first appeared in 2008.

To See the Entire Press Release, Click here

 

TTMB 2016 College Guide

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2016 TrendTopper MediaBuzz College Guide

 

2014 Rank, University, Rank in 2013

  1. Massachusetts Institute of Technology 1

  2. Harvard University 2

  3. University of California, Berkeley 5

  4. University of Chicago 7

  5. University of Texas, Austin 8

  6. University of California at Los Angeles 14

  7. University of California, Davis 18

  8. Stanford University 4

  9. New York University 15

  10. Northwestern University 34

  11. University of Pennsylvania 11

  12. University of California, San Diego 19

  13. University of Washington 13

  14. Columbia University 3

  15. University of Wisconsin, Madison 16

  16. University of Michigan, Ann Arbor 25

  17. Princeton University 10

  18. Dartmouth College 73

  19. University of Virginia 32

  20. University of North Carolina, Chapel Hill 23

  21. Yale University 6

  22. University of Minnesota 20

  23. Cornell University 9

  24. Michigan State University 31

  25. Washington University in St. Louis 47

  26. Georgia Institute of Technology 21

  27. University of Southern California 30

  28. Ohio State University, Columbus 12

  29. University of Illinois — Urbana, Champaign 26

  30. Johns Hopkins University 22

  31. Purdue University 28

  32. Indiana University, Bloomington 44

  33. University of Colorado, Boulder 43

  34. George Washington University 38

  35. Texas A&M University 40

  36. University of California, Santa Barbara 56

  37. University of California, Irvine 49

  38. Arizona State University 101

  39. Boston College 25

  40. Boston University 33

  41. Georgetown University 35

  42. Pennsylvania State University 39

  43. University of Georgia 29

  44. University of Iowa 36

  45. University of Pittsburgh 37

  46. University of Miami 45

  47. Iowa State University 64

  48. Florida State University 46

  49. University of Oregon 50

  50. Wake Forest University 94

  51. University of Missouri, Columbia 58

  52. University of Massachusetts, Amherst 66

  53. University of Notre Dame 42

  54. Rutgers, the State University of NJ 41

  55. Carnegie Mellon University 51

  56. University of South Carolina, Columbia 55

  57. Loyola University Maryland 79

  58. American University 70

  59. Oregon State University 60

  60. California Institute of Technology 53

  61. Duke University 24

  62. George Mason University 59

  63. Rochester Inst. of Technology 98

  64. Californis State U, Long Beach 141

  65. Virginia Tech 17

  66. Brown University 48

  67. University of Florida 72

  68. Loyola University, Chicago 80

  69. Vanderbilt University 57

  70. University of Connecticut 179

  71. Syracuse University 52

  72. Missouri U. of Science and Technology 72

  73. University of California, Riverside 69

  74. University of Maryland, College Park 63

  75. University of Oklahoma 93

  76. Brigham Young University, Provo 106

  77. University of Arizona 67

  78. Central Michigan University 54

  79. Washington State University 143

  80. Northeastern University 81

  81. CUNY-Brooklyn 121

  82. Villanova University 89

  83. Colorado State University 132

  84. University of California, Santa Cruz 68

  85. University of Delaware 74

  86. University of Rochester 62

  87. Howard University 84

  88. St. Joseph’s University 133

  89. Case Western Reserve University 76

  90. University of Tennessee 77

  91. Miami University, OH 89

  92. Southern Methodist University 87

  93. Emory University 71

  94. Stony Brook University 88

  95. Cal Poly—San Luis Obispo 139

  96. University of Alabama 116

  97. University of New Hampshire 95

  98. University of Phoenix 27

  99. University of Kentucky 75

  100. Binghamton– SUNY 130

  101. University of San Francisco 105

  102. Loyola University New Orleans 129

  103. University of Denver 92

  104. College of Charleston 184

  105. University of Arkansas 111

  106. Tufts University 61

  107. Michigan Technological University 176

  108. James Madison University 102

  109. Lehigh University 107

  110. University of Vermont 135

  111. Auburn University 65

  112. Rensselaer Polytechnic Institute 96

  113. Kansas State University 137

  114. Santa Clara University 103

  115. Manhattanville College 203

  116. Rice University 78

  117. Catholic University of America 117

  118. Hofstra University 108

  119. Brandeis University 104

  120. Elon University 171

  121. Baylor University 85

  122. University at Buffalo—SUNY 127

  123. St. Catherine’s University 147

  124. Tulane University 82

  125. University of the Pacific 125

  126. Drexel University 90

  127. Mills College 187

  128. Clemson University 83

  129. North Carolina State University, Raleigh 122

  130. Fordham University 86

  131. Texas State U, San Marcos 128

  132. DePaul University 97

  133. University of Dayton 120

  134. Springfield College 191

  135. Sacred Heart University 195

  136. Kansas University 91

  137. College of William and Mary 102

  138. Wagner College 194

  139. CUNY-Hunter College 100

  140. Liberty University 114

  141. Bentley University 185

  142. Marquette University 99

  143. University of Redlands 197

  144. St. Mary’s College of California 115

  145. Texas Christian University 112

  146. Rider University 192

  147. Hamline University 189

  148. University of San Diego 113

  149. Worcester Polytechnic Institute 167

  150. CUNY-City College 206

  151. Iona College 165

  152. John Carroll University 200

  153. Capella University 153

  154. Alfred University 199

  155. Xavier University 178

  156. Stetson University 162

  157. Valparaiso University 173

  158. Manhattan College 166

  159. Tuskegee University 146

  160. Illinois Institute of Technology 119

  161. Montclair State University 154

  162. The Citadel 168

  163. University of Dallas 181

  164. Stevens Institute of Technology 160

  165. Fairfield University 175

  166. Hood College 210

  167. Pepperdine University 118

  168. Oral Roberts University 188

  169. CUNY-Queens 110

  170. Embry-Riddle Aeronautical U. 157

  171. University of Mary Washington 205

  172. Yeshiva University 139

  173. St. Louis University 123

  174. Seattle University 124

  175. Loyola Marymount University 138

  176. Truman State University 182

  177. Creighton University 136

  178. Clarkson University 180

  179. Augsburg College 202

  180. Baldwin – Wallace College 204

  181. University of Tulsa 145

  182. Ithaca College 126

  183. CUNY-Baruch 109

  184. Evergreen State 186

  185. Walden University 156

  186. LaSalle University 214

  187. Towson University 131

  188. St Edward’s University 208

  189. University of Northern Iowa 211

  190. Florida A&M University 190

  191. Rowan University 170

  192. Simmons College 174

  193. Chapman University 134

  194. Kaplan University 159

  195. Colorado School of Mines 161

  196. Morgan State University 164

  197. University of Portland 201

  198. Providence College 148

  199. Quinnipiac University 150

  200. Roger Williams University 193

  201. University of Scranton 183

  202. Emerson College 144

  203. Ramapo College 196

  204. New Jersey Institute of Technology 149

  205. St. Bonaventure University 213

  206. Drake University 142

  207. Clark University 151

  208. Gonzaga University 152

  209. Western Governors University 198

  210. Rose-Hulman Institute of Technology 209

  211. Butler University 140

  212. Dillard University 212

  213. Rollins College 155

  214. St. Mary’s University of San Antonio 169

  215. Whitworth University 215

  216. Xavier University of Louisiana 158

  217. University of Mary Hardin-Baylor 207

  218. Abilene Christian University 172

  219. Bradley University 163

  220. St. Johns University, NY 177



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Beats Tops Sony in First Ambush Marketing Rankings World Cup 2014

Shocker: Beats Tops Sony in First Ambush Marketing Rankings World Cup 2014 Nike outpaces Adidas, McDonald’s falls behind in first Ambush Marketing Rankings World Cup 2014

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June 23, 2014, Austin, TEXAS — In the Global Language Monitor‘s first Ambush Marketing analysis of the FIFA World Cup 2014 has found that Beats Tops Sony for No.1 Ambush Marketer of the Tournament thus far. In fact, four of the top five positions on the chart were held by Ambushers of Sony, McDonald’s, Continental, and Adidas. We should note that Continental was in a class of its own — at 538.20, towering over the other partners and sponsors who had an identifiable ‘non-affiliated marketer’ (NAM) thus far.

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Of course, Beats, the headphones created by Dr. Dre and Jimmy Iovine (and banned by FIFA at the World Cup), scored a remarkable one hundred plus BAI points, ahead of Sony, the FIFA Partner. McDonald’s, which had multiple competitors, and was bested by KFC by 16.56 BAI points. However when the competitors are added together the scores stand significantly ahead of Mickey D’s. We will analyze those numbers in a later report.

“The numbers tell the story, and it is very interesting story, indeed,” said Paul JJ Payack, the Global Language Monitor president and Chief Word Analyst. “Global marketers have decided that aligning their brands with the FIFA World Cup is every bit as valuable as the Olympics, and perhaps even more so for certain audiences and demographics.” ​

World Cup 2014 BAI Ambush Marketer Rankings
World Cup 2014 BAI Ambush Marketer Rankings

Other results include Nike cruising by Adidas by a comfortable margin and in the Healthcare sector, P&G crushed Johnson and Johnson (J&J), scoring five times higher in the brand recognition scorecard. Visa easily outdueled Mastercard. Budweiser, now part of the inBEV family, edged by Heineken, though Heineken has a small, but growing following in Latin America. The other patrons and sponsors without identifiable non-affiliated marketing competitors appear to have solid niche leadership as shown in the FIFA 2014 Overall BAI rankings below. ​​

World Cup 2014 BAI Ambush Marketer Rankings
World Cup 2014 BAI Ambush Marketer Rankings

​ When measured by the Global Language Monitor’s Brand Affiliation Index (BAI), the individual brands comprising the FIFA World Cup Sponsors and Partners had significantly disparate results as shown above.

Previously, the Global Language Monitor tracked how much the ‘corruption scandal’ was affecting the brand images of the partner and sponsors. The brands were tested and ranked by their Brand Affiliation Index(BAI) when linked to 2014 World Cup and words like “corruption”. GLM will follow up with the ‘corruption sandal’, as the World Cup unfolds.

There are a number of press reports detailing the efforts of some brands to downplay the effects on the scandal to their brand. When your brand could be sullied in front of the 3.4 billion television viewers of World Cup 2014, their concerns, whether or not admitted, are serious and significant.

The individual numbers are determined by Global Language Monitor’s (GLM) Brand Affiliation Index (BAI), a proprietary, longitudinal study that analyzes the global association between (and among) individual brands and their competitors or, in this case, the FIFA World Cup 2014.

Order the Guide Here!

The value of World Cup sponsorship continues to rise, from $10 million for lessor arrangements to partnerships approaching $200 million, though these fees are dwarfed by Olympic partnerships, a cost estimated to be up to $1 billion, fully loaded, over a four-year Olympiad.

 
Founded in Silicon Valley in 2003, Austin, Texas-based GLM collectively documents, analyzes and tracks trends worldwide, with a particular emphasis upon the English language. For more information, individualized reports, or a monthly subscription, call +1.512.815.8836 or email info@LanguageMonitor.com



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Ambush Marketing (and Marketing) Awards for the Sochi Winter Games Announced

Olympic Wrap-up, March 2014 Austin, Texas — The Global Language Monitor announced that Red Bull has taken the Gold for the Top Ambush Marketing Campaign, while Proctor & Gamble out-dueled a resurgent Samsung to take the Gold for the Top Marketing Campaign by an Official Sponsor for the recently concluded XXII Olympic Winter Games in Sochi, Russia.

For the Ambushers, Red Bull led comfortably over Subway, which took the Silver, and Rolex, a surprise winner of the Bronze;  Rolex was in a very tight race with both Unilever and Siemens. Following P&G for the Official Sponsors were Samsung taking the Silver, and Coca-Cola hauling in the Bronze.   P&G, Samsung and Coca-Cola all had critically acclaimed marketing campaigns that were well-received by global audiences.

The awards are determined by Global Language Monitor’s (GLM) Brand Affiliation Index (BAI),  a proprietary, longitudinal study that analyzes the global association between (and among) individual brands and their competitors or, in this case, the Sochi Winter Games.  In the study, The Global Language Monitor measured several dozen factors, closely examining all marketing movement extending from London 2012 to projections for the Rio 2016.  GLM has been tracking the Olympics in this manner  since the Beijing Summer Games.

200px-Dionysos_mask_Louvre_Myr347

The Terra Cotta medal, the new award for least successful marketing campaign by an official partner, was contested by Visa Card, Omega, and Atos. Visa Card had the visibility without the impact of the P&G, Coke, and Samsung efforts.  Omega’s rank is a conundrum:  It appeared on the screen during every timed event, yet it, apparently, did not register in the minds of the global audience.  (This needs to be rectified.)  And Atos apparently doesn’t mind ‘winning’ the first Terra Cotta medal, since it has been dubbed the ‘Unsung Hero’ of the Games for creating Sochi’s vast (and effective) IT infrastructure.

"The value of Olympic sponsorship continues to rise as evidenced by the bold attempts by the Ambush Marketers to associate their brands with the Sochi Winter Games." said Paul JJ Payack, president and Chief Word Analyst, the Global Language Monitor.   "The more stringent the legislation to outlaw any effort to 'ambush' the Games, the more marketers seem intent on circumventing the rules.  And the more news related to 'ambushing' is highlighted by the media.  An example is a Sochi official taping over Apple's logo in plain site of the global media (#EpicFailure)".

GLM uses its proprietary algorithmic services to perform brand audits, enabling organizations to judge their brand performance between and among their competitors and their peers.  The higher the BAI (Brand Affiliation Index) the closer the brand affiliation with the primary brand, in this case the Sochi Winter Olympics. Of course, not all Ambush Marketers plan to steal the Olympic glow from their competitors, a cost estimated to be up to $1 billion, fully loaded, over a four-year Olympiad. Therefore, GLM uses the term Non-affiliated Marketers (NAM) for those, like Starbucks, who seem to engender a false impression of Olympic sponsorship, our research shows, because of their immense size, health-oriented menu, and image of busy, successful people dashing in and out. Nike, for example, is proud of its Ambush Marketing ‘stunts’ such as the ‘Yellow-Green Neon Shoe’ escapade in London 2012 — and the record backs them up.

The Sochi All Marketers Final Ranking by BAI  is shown below.

Sochi All Marketers BAI Final

Of particular note are the following. 0  Red Bull’s connection with extreme and ‘uber-extreme’ sports has paid off, once again.  Red Bull topped all marketers (official and otherwise), out-distancing the Gold-winning P&G, the top official sponsor, by some nine percent. o  The Nike Stunt that Never Was — Though long anticipated, and expected, never materialized.  

At the end of the London Summer Games, Nike’s BAI reached 223.98, compared with its final Sochi BAI of 30.25, a net difference of nearly 200 points. Nevertheless, the fact that some twenty months after London,  Nike is still ahead of three official Sponsors is testament to the lasting power of the London Stunt. o  P&G’s “Thank you, Mom” campaign had viewers anticipating and actually recording the commercials for later viewing.  The 316% increase from already-solid final London numbers is well deserved. o  Subway, the Ambush Silver medalist’s year-round promotions with current and former Olympic icons worked once again.  Subway’s 176.31 BAI topped that of eight of the 10 official sponsors. 0  In the battle between Coca-Cola, the Bronze medalist, and McDonald’s, long-time Olympic sponsors (and rivals), Coke more than doubled McDonald’s BAI (171.59 to 85.22).   The back story here:  Coca-Cola rose 48% from it London final, while McDonald’s was down about 8%. o  Unilever (109.73), the P&G rival finished as the No. 4 NAM and No.8 marketer overall.  Unilever rose some 800% over its London final (11.93). o  GE had a noteworthy Olympics rising some 60% over a very respectable London performance (91.22 vs 55.97).  GE’s commercials deftly detailed its incredibly broad range of products and services in a very entertaining manner.  Rival Siemens also scored well, in fact, actually besting GE by about nine percent. o  Apple Computer and Burton Snowboards both made an impression with the worldwide audience:  the former with the ‘tape incident’ where an Apple logo was taped over by a Sochi official (Mistake:  taping in full view  of the media) during a skating competition, and Burton, for its brazen attempt to place its over-sized logo on the very visible  underside of the boards of prominent snowboarders.

London to end of Sochi
Change Over Course of Sochi

In the study, GLM measured several dozen factors, including the change in BAI from the end of the London Summer Games in 2012 to the end of the Sochi Winter Games for both Top Partners and Non-Affiliated Marketers. In percentage gains, the Top Partners almost doubled, rising over 95%.  The biggest movers were Samsung, P&G, and Dow — all scoring triple-digit gains by percentage. However, the Non-Affiliated Marketers on the average almost quadrupled, up over 358%. .The largest gainers were Rolex (with a 1500% gain), Red Bull,Unilever, DuPont, and Siemens (all with triple-digit gains), and Subway. Measuring brands movements during the Sochi Games,themselves,  six of the Top Ten gainers were Ambushers, as shown below.

Sochi Change During Games

Red Bull made the largest move during the Sochi Games, followed by Top Partners GE and DOW.   Coca-Cola and McDonald’s (at No. 7 and 8) were the other Top Partners in the top ten.  Non-Affiliated Marketers Unilever, DuPont, IBM Global Services, Nike, and Starbucks all made strong moves during the Games. The “Sochi Games Brand Marketing Report:  Post-Games Analysis”  is now available; order here. Over the last four Olympics, the Global Language Monitor has been using its Brand Affiliation Index and NarrativeTracker technology to measure the relationship of the official Sponsors and their competitors to the various Olympics brands. This is a longitudinal study that reaches back to the Beijing Summer Games in 2008. The names of the sponsors change rarely, but the non-affiliated competitors remain a core group with others that come on to the Olympic platform for but a cycle or two. GLM has found that there are many misconceptions continue to persist despite the evidence.

If you are looking for these or similar analyses for your event, company, organization, university, or brands, call 1.512.815.8836, or email info@LanguageMonitor.com.

About the Global Language Monitor
Austin-Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices and their impact on the various aspects of culture, with a particular emphasis upon Global English. This exclusive ranking is based upon GLM’s Narrative Tracking technology.  NarrativeTracker analyzes the Internet, blogosphere, the top 250,000 print and electronic news media, as well as new social media sources (such as Twitter) as they emerge.  The words, phrases and concepts are tracked in relation to their frequency, contextual usage and appearance in global media outlets.
 In 2003, The Global Language Monitor (GLM) was founded in Silicon Valley by Paul J.J. Payack on the understanding that new technologies and techniques were necessary for truly understanding the world of Big Data, as it is now known.  GLM provides a number of innovative products and services that utilize its ‘algorithmic services’ to help worldwide customers protect, defend and nurture their branded products and entities.  Products include ‘brand audits’ to assess the current status, establish baselines, and competitive benchmarks for current intellectual assets and brands.
These services are currently provided to the Fortune 500, the Higher Education market, high technology firms, the worldwide print and electronic media, and the global fashion industry, among others.
For more information, call 1.512.815.8836, email info@LanguageMonitor.com, or visit www.LanguageMonitor.com.

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Sochi 2014 Brand Marketing Games: Subway Leads P&G for Gold, Red Bull vs. GE for Silver, McDonald’s Falters

Sochi Olympic Logo
Sochi Rings

Where’s Nike?

Subway Leads P&G for Gold, Red Bull vs. GE for Silver, McDonald’s Falters

Terra Cotta Medals Introduced

Sochi Olympics Week Two, February, 2014 Austin, Texas — After the first full week of the Sochi Winter Games, the marketing medal count finalized with the competition between and among the official sponsors and the Non-affiliated Marketers (NAM) is tight, according to the Global Language Monitor.  Some highlights include Subway leading P&G for the Gold, Red Bull contending with GE for Silver, and McDonald’s apparently faltering thus far.  The complete details are shown in the charts below.

Also, since no one can be eliminated from the Games once they begin, GLM has introduced the Terra Cotta medal in addition to the traditional Gold, Silver, and Bronze.  In the Ancient world, Terra Cotta was considered the least valuable material for permanence (after gold, silver, and bronze).

The Terra Cotta Medal is depicted below.

Sochi Silver Medal
Sochi Gold Medal
Sochi Bronze Medal
Terra Cotta Medal
Terra Cotta Medal

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“While the eyes of the world are focused on the athletes and the intense struggle on the ice and snow in Sochi, the eyes of the marketing world are keenly aware of the battle being waged for the billions of dollars in brand equity for being associated with the Winter Games.” said Paul JJ Payack, President and Chief Word Analyst, the Global Language Monitor.

Some highlights from the longitudinal study:

  • P&G has had an extraordinary Olympics thus far and will be in serious contention for the overall Gold.
  • Coke has a towering lead over McDonald’s, more a testament to Coke improving and Mickey D’s essentially treading water.
  • Rolex has improved , in terms of BAI from 6.1 in London to 144.23 today.
  • Red Bull leads the pack in the for Silver contenders.  After all, if you jump from a Space Capsule to Earth, you’re must be affiliated with Red Bull.
  • GE and Siemens are neck-and-neck; Siemens moved down two spots, while GE was up four.
  • Unilever sits comfortably at No. 9,  up one from last week.
  • Great commercials are bringing home the fact GE is (a lot) more than light bulbs.
  • Dow (No. 13) is up 2 this week, while DuPont (No.14) is down 2.
  • IBM Global Services and Atos Origin come in at No. 19 and 21, however they are both B-to-B plays and as long as they connect to the right people.
  • Omega deserves a higher profile; though they are on the screen for key moments of every competition, they are down in Terra Cotta territory.
  • Finally, Where is Nike?  They are ready to pounce, but no pouncing evidenced thus far.

The Ambush Marketing Race to the Sochi Olympics is on!

 

P&G, Samsung and GE lead Worldwide Partners but trail Philips, Siemens and Adidas

Ten of the top 15 spots are occupied by the Non-affiliated Marketers

The race to the Rio Summer Olympics (2016) is not far behind

 

Sochi Ambush Marketing Report Image

Download Now!

 

AUSTIN, Texas August 30 – September 2, 2013 — Six months out, the race for the Top Marketers of the Sochi Winter Olympics is in full swing. And the race to the Rio Summer Olympics of 2016 is not far behind, according to the “Sochi 2014 Ambush Marketing Outlook” report released by the Global Language Monitor (GLM), the brand equity trend tracking firm. P&G, Samsung and GE lead the Worldwide Partners but trail Non-affiliated Marketers Philips, Siemens and Adidas. When measured by GLM’s proprietary Brand Affiliation Index (BAI),10 of the top 15 spots are occupied by the Non-affiliated Marketers – with the bottom five spots all held by top sponsors. The longitudinal study began in July 2011 and tracks the top Worldwide Partners as designated by the Sochi Organizing Committee (SOC) and IOC.

The Global Language Monitor has been conducting brand audits of the top Olympic sponsors and their unaffiliated competitors since the Beijing Summer Games.

In the study conducted throughout August, three brands among Sochi’s ten Worldwide Olympic Partners, P&G, Samsung and GE have already achieved significant brand affiliation with Sochi, while McDonald’s, Panasonic and Coca-Cola had some brand affiliation. The Sochi Winter Olympics have ten Worldwide Olympic Partners: Atos Origin, Coca-Cola, Dow Chemical, General Electric, McDonald’s, Omega watches. Panasonic, Procter & Gamble (P&G), Samsung, and Visa Card.

For these rankings GLM measured the strength of the brand affiliation for each official Olympic sponsor against those of their primary non-affiliated competitors. Though ‘ambush marketing’ is well understood to mean an organization knowingly exploiting a brand affiliation with the Games without the benefit of official sponsorship, all perceived Olympic affiliations according to their presence in the global media, and statistically linked to the the particular event, qualify for GLM’s Ambush Marketing rankings.

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2013 Major Golf Championships Ranked by Internet Media Buzz

British Open No. 1 by the wide margin, Master’s No. 2

 

In Analysis ‘The Players’ Ranks higher than the PGA

 

Biggest Problem:  Nicklaus adds three Majors (to 21), Woods adds only one (to 15).

Austin, Texas. May 11, 2013. (Updated)  Open Championship has been declared the Top Golf Major by Internet Media Buzz, according to an analysis using Global Language Monitor’s Sports Brand Affiliation Index (S-BAI).  

One major point of resistance:  By elevating the Players to Major Status means Nicklaus adds three Majors to his total (to 21), while Woods adds only one (to 15).
The S-BAI analysis compared the strength of affiliation of each of the currently recognized events (The Masters, The US Open, The Open Championship or British Open and the PGA Championship) to the concept of ‘major championship’.  GLM then added the Players Championship for comparison with the four recognized events.  In an associated finding, the Players Championship has entered into the top ranks of the golfing world as one of the sport’s major championship events or Majors.  In fact, the Players’ Championship is in a virtual tie with the US Open for third.
There are now five Majors by MediaBuzz Concensus
There are now five Majors by MediaBuzz Consensus
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The Open Championship’s S-Brand Affiliation Index (147.59) was followed by the Masters at 106.62.  The US Open and Players Championships finished in a virtual tie for third at 90.74 and 90.17, respectively.  The Open Championship scored nearly twice as high as the PGA Championship (79.40).
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Ranklng the Golf Majors by Sports BAI 
1.  The British Open 147.59
2.  The Masters  106.62
3.  The US Open  90.74
4.  The Players  90.17
5′  The PGA  79.40
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“After forty years, the Players Championship has earned its place among the Major Golf Championships,” said Paul JJ Payack, President and Chief Word Analyst of GLM.   “Forty years is certainly an excellent vantage point to judge its worthiness. And the data has spoken.”
Payack added,  “Since 1860 The Open is the championship against which all future Majors would be judged.  Now over one hundred and fifty-years later, we see that it towers above all others in the world of golf.”  
In the early to mid 20th century, the Majors were considered to be those tournaments won by Bobby Jones during his historic 1930 season:  the US and British Amateurs, the Open Championship and the US Open. Later Jones’ own tournament, the Masters, gained in importance as did the Western Open (considered a Major by many for a number of decades) as the British PGA fell from favor.  As recently as 1960 there was no official recognition of the Majors, as such.
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For this analysis, GLM employed proprietary ‘algorithmic methodologies’ such as the Brand Affiliation Index.  The BAI computes and details the relative brand equity of people, products or events based on the analysis of global discourse, providing a real-time, accurate assessment at any point in time.  To do so, GLM analyzes the billions of pages on the Internet, millions of blogs, the top 175,000 global print and electronic media, as well as Twitter and new social media sources, as they emerge.
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GLM will perform another analysis following the conclusion of the 2013 Majors.
About Global Language Monitor:  “We Tell the World What the Web is Thinking”
Founded in Silicon Valley, Austin, Texas-based GLM collectively documents, analyzes and tracks trends worldwide, with a particular emphasis upon the English language. For more information, individualized reports, or a monthly subscription, call +1.512.815.8836 or email info@LanguageMonitor.com



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