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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.

& 2" href="/web/20161006071543/https://www.languagemonitor.com/wp-content/uploads/2016/08/Rio-BAI-Wk-1-Wk-2.jpg" rel="post-11184">BAI Scores for Week 1 <span class=& 2" width="390" height="636" />
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 +1.512.801.6823 or email: Info@LanguageMonitor.com.

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TrendTopper enhances college reputation

 

TrendTopper enhances college reputation by distinguishing ‘brand’ among peers

Helps to slow or reverse enrolment decline

Austin, TX (revised May 2017; February 25, 2009 – The Global Language Monitor today announced TrendTopper MediaBuzz Reputation Management (TMRM) solution for higher education.  Using TrendTopper, colleges and universities can enhance their standings among peers by assessing their strengths and weaknesses in any number of areas.  TrendTopper measures what is important to colleges’ and their various constituencies on the Internet, in social media, the blogosphere, as well as the global print and electronic media.  TrendTopper can help colleges and universities distinguish themselves among peers – as well as helping ensure that key messages are getting through the clutter.

“At a time when a few students more or less can change an institution’s revenue stream from positive to negative, or mean an even bigger bite out of the endowment, brand equity moves from an interesting concept to an imperative,” said Paul JJ Payack, president of TrendTopper Technologies. “Movement within a Peer Group, expanding an institution’s Peer Group, or, even, moving from one Peer Group to another can spell ultimate success, or failure, for that particular institution.”

Colleges and universities have one more element that is critical to their ultimate success — the fact that they are linked to other colleges by reputation (Peer Groups or Cohorts), which extend in many ways beyond and across conferences and leagues.  These include geographic proximity, religious affiliation, similar test scores, political outlook, or long-time sports rivalries,

Institutions can use TrendTopper methodologies to determine strengths and weaknesses vs. their peer group or any other criteria they find relevant, answering questions, such as:

•       We have little knowledge of how we are perceived in Social Media. What we don’t know can’t be shaped. Can you help us there?

•       How is our institution perceived by the public at large? We have a strong reputation among high school guidance counselors and peer assessments, but parents (and students) want to know about potential employers?

•       We are known for our excellent liberal arts programs, but we feel our information technology offering lags in recognition. Our competitors annually enroll about 20% more students for what we see an equal (or even lesser) curriculum. What can we do?

•       We know that we receive a large share of voice with our monthly survey from the econ department, what can we do to replicate this success?

•       We don’t have a football [or lacrosse or dance or bioengineering] program. Everyone else in our peer group has one. Does it make a difference?

•       Most students now go first to Wikipedia to find an answer. This applies for Colleges and Universities, as well. We don’t agree with our Wikipedia assessment. What do we do here?

College and University Rankings

The TrendTopper MediaBuzz Rankings is a way of seeing the schools through the eyes of the world at large. As with any brand, prospective students, alumni, employers, and the world at large believe that students who are graduated from such institutions will carry on the all the hallmarks of that particular school.

TrendTopper MediaBuzz Rankings remove all bias that we saw as inherent in each of the other published rankings, be they peer assessments, the opinion of high school guidance counselors, the ratio of endowment to the number of students, the number of left-leaning professors, and all the rest.

Many institutions of higher education, including Harvard, Boston College, and Vanderbilt have used the rankings as a validation of their recent reputation management decisions.

About The Global Language Monitor

Austin-Texas-based Global Language Monitor analyzes and catalogs 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.  For more information, call 1.512.801.6823, email info@LanguageMonitor.com, or visit www.LanguageMonitor.com.



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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 +1.512.801.6823.

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.”

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 1.512.801.6823, email info@LanguageMonitor.com, or visit LanguageMonitor.com.



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Top 300 US Colleges and Universities by Internet Media Buzz

Michigan Again Bests Harvard as Top University

UCLA, Texas break into Top Ten

Carleton Beats Williams and Pomona on College List


Austin, Texas, July 29, 2010 – The University of Michigan again edged out Harvard atop the Global Language Monitor’s TrendTopper Media Buzz list of the nation’s Top 300 Colleges and Universities.  Notably UCLA and the University of Texas moved into the Top Ten for the first time.  In the College category, Carleton College beat Williams and Pomona to notch the Top Spot for the first time.  In the Fall 2009 edition, Wellesley came in No. 1.

“The TrendTopper MediaBuzz Rankings are a way of seeing the schools through the eyes of the world at large. It is a democratic, self-generating ratings system, since it captures the brand equity associated with each of these fine institutions,” said Paul JJ Payack, the president of Global Language Monitor.  “GLM’s TrendTopper MediaBuzz Rankings actually removes all bias inherent in each of the other published rankings, since they actually reflect what is being said and stated on the billions of web pages that we measure.”

The Top 25 Universities by TrendTopper MediaBuzz include the following.


Summer/Spring 2010
Rank
1 University of Michigan—Ann Arbor
2 Harvard University
3 University of Chicago
4 University of California—Los Angeles
5 Stanford University
6 Massachusetts Institute of Technology
7 University of Texas—Austin
8 Princeton University
9 Yale University
10 Columbia University
11 Washington University in St. Louis
12 Cornell University
13 University of California—San Diego
14 University of California — Berkeley
15 University of Wisconsin—Madison
16 Pennsylvania State University
17 University of Washington
18 Duke University
19 University of Pennsylvania
20 Johns Hopkins University
21 New York University
22 Virginia Tech
23 University of Virginia
24 University of Minnesota
25 University of Rochester

.

For University Rankings Nos. 26 to 162, go here.

The Top 25 Colleges by TrendTopper MediaBuzz include the following.

Summer/Spring 2010
Rank
1 Carleton College
2 Williams College
3 Pomona College
4 Middlebury College
5 University of Richmond
6 Wellesley College
7 Vassar College
8 Union College
9 Cooper Union
10 Hamilton College
11 United States Military Academy
12 Colgate University
13 Sarah Lawrence University
14 Colorado College
15 College of the Holy Cross
16 Pratt Institute
17 Bard College
18 Bucknell University
19 Reed College
20 Drew University
21 Harvey Mudd College
22 Davidson College
23 Occidental College
24 Skidmore College
25 Claremont McKenna College

.

For College Rankings Nos. 26 to 150, go here.

The Top Specialty schools listed in their categories as well as overall rank include:

  • Top Engineering Schools:   MIT (6 overall, university), The Cooper Union (9 overall, college), Harvey Mudd (21 overall, college), California Institute of Technology (CalTech) (35 overall, university), and Carnegie Mellon University (42 overall, university).
  • Top Online/For Profit Schools: the University of Phoenix  (63 overall, university), Kaplan University (124 overall, university) and Capella University (140 overall, university)Top Christian School:  Wheaton College, IL (16 overall, college)
  • Top Military Academies: the United States Military Academy (11 overall, college), the United States Naval Academy (26 overall, college), and the United States Air Force Academy (31 overall, college), United States Coast Guard Academy (118 overall, college), and United States Merchant Marine Academy (119 overall, college).
  • Top Art and Design Schools:  Pratt Institute (16 overall, college), Rhode Island School of Design (RISD) (51 overall, college), and the School of the Art Institute of Chicago (66 overall, college), California Institution of the Arts (70 overall, college), and Minneapolis College of Art and Design (92 overall, college).
  • Top Music Schools: the Julliard School (39 overall, college), Berklee College (87 overall, college), the Curtis Institute, (108 overall, college), the Cleveland Institute of Music (110 overall, college), and the New England Conservatory of Music (131 overall, college).
  • Top Business School:  Babson College (37 overall, college).

The Global Language Monitor publishes the TrendTopper Media Buzz College and University Rankings.  twice a year, with spring and fall editions.  Many institutions of higher education, including Harvard, Boston College, and Vanderbilt have used the rankings as a validation of their recent reputation management decisions.

The complete report, including short term and long term change, rankings by state, and complete PQI index  is available for $198. For more information, call 1.512.801.6823 or email pjjp@post.harvard.edu



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PQI

The Predictive Quantities Indicator (PQI)

The Global Language Monitor’s proprietary algorithm, the Predictive Quantities Indicator (PQI) is the basis of our analytical engine.

The PQI tracks the frequency of words and phrases in the global print and electronic media, on the Internet, throughout the Blogosphere, as well as accessing proprietary databases (Factiva, Lexis-Nexis, etc.).

Once a keyword base index is created (including selected keywords, phrases, ‘excluders’ and ‘penumbra’ words), ‘timestamps’ and a ‘media universe’ are determined.

The PQI is a weighted Index, factoring in: Long-term trends, Short-term changes, Momentum, and Velocity.   As such it can create ’signals’ that can be used in a variety of applications.

Outputs include: the raw PQI, a Directional Signal, or a Relative Ranking with 100 as the base.

When analyzing words and phrases in political contexts, GLM uses the Political-sensitivity Quotient Index; when analyzing words and phrases in any other context, GLM uses a slightly different Predictive Quantities Indicator.  A third variation is used when analyzing words and phrases in commercial contexts called GLM’s TrendTopper software.

If you are interested in taking a closer look at the methodology underlying the PQI, see the slide show below.

A more detail look is available upon the signing of a NDA (non-disclosure agreement).  We will then take you through the methodology in detail as we have done with numerous technology organizations, government agencies, and media organizations.  If you would like to pursue this option, please send email to info@LanguageMonitor.com.

Click here for a slide show explaining the PQI and how it underlies our TrendTopper Services

The New York Times: The Power of Words features the Global Language Monitor and the PQ Indicator

Sunday, January 29, 2006.  This analysis measure the likelihood of a real estate  in New York (as re

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