Navigate / search

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

Buy the Book Now!

Click on the Above Book to Download Now!

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.

<! — Start of StatCounter Code for Default Guide — >
<script type=”text/javascript”>
var sc_project=1434069;
var sc_invisible=0;
var sc_security=”3c42bc4e”;
var sc_https=1;
var scJsHost = ((“https:” == document.location.protocol) ?
“https://secure.” : “http://www.”);
document.write(“<sc”+”ript type=’text/javascript’ src=’” + scJsHost+
“statcounter.com/counter/counter.js’></”+”script>”);
</script>
<noscript><div class=”statcounter”><a title=”click tracking”
href=”http://statcounter.com/” target=”_blank”><img class=”statcounter”
src=”http://c.statcounter.com/1434069/0/3c42bc4e/0/” alt=”click
tracking”></a></div></noscript>
<! — End of StatCounter Code for Default Guide — >

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.



click tracking


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.



click tracking