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This Digital Life: Amazon comes out on top in the name game

In spite of negative Press earlier this year, the e-tailer has triumphed in a report on how positively brands are perceived online. So, how has it managed it? Katie Wright reports

Published 26/09/2015

Gold standard: Amazon finished ahead of its online rivals in the first Digital Brand Risk Index
Gold standard: Amazon finished ahead of its online rivals in the first Digital Brand Risk Index

The inaugural Digital Brand Risk Index report has found the technology sector dominates when it comes to positive mentions online, in an analysis of 100 leading global companies.

The research, by brand protection and domain name firm NetNames, analysed the sentiments in mentions of brands and ranked them with seven of the top 10 firms in the tech, computing or electronics sector.

The results plot negative versus positive sentiments, giving an overall score by subtracting the former from the latter.

While every brand has more favourable mentions than unfavourable, the results vary widely. Amazon is way out in front with 18.2 overall; its positive sentiment score of 20.4 only tempered by 2.2 on the negative scale.

Given the so-called "Everything Store" has been widely criticised for its less than enthusiastic approach to paying tax, and a 6,000 word takedown in the New York Times in August that described shocking working conditions for staff at the retailer, isn't it surprising Amazon is still so highly regarded?

"I am not surprised," says Haydn Simpson, commercial director, Western Europe at NetNames, explaining how the transactional experience affects a brand's reputation more than the media.

"Amazon is an extremely popular online destination which serves millions of customers per day and its ecommerce environment generally receives positive comment."

Facebook, meanwhile, came in third after Sony and has a similarly high approval rating of 18. A 5.6 disapproval score brings it down to 12.3 overall.

The social network suffered, Simpson believes, because unscrupulous people use it for their own nefarious enterprises: "For Facebook to ensure it remains an online powerhouse, it needs to address the issues of brand infringement and the distribution of counterfeit goods - both of which heavily contribute to negative experiences of its users."

Google faired even worse, its 13.5 positivity score dragged down to just 8.6 overall, putting it in eighth place.

Like Facebook, the search engine's score was stunted because it's a portal people use to reach millions of websites, and not all of those are reputable.

But it looks like the bad press has barely chinked its armour, proving that as long as you look after your customers, you don't have to worry nearly as much about your staff.

Belfast Telegraph

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