Malaysia digital brand index findings by Edelman and Brandtology
Google is Malaysia's most discussed brand online
Lowyat forums and Twitter high in Top 10 Channels rank
Google is Malaysia's most discussed brand online according to a digital brand index developed by Edelman and Brandtology.
The results showed Google's conversation index (18%), which indicates share of voice amongst consumers online, was ahead of Blackberry (9.7%), Microsoft (7.7%), Sony (7.3%) and Celcom (4.7%).
The index is derived from the ratio of individual instances of online branded conversations versus the average instances of conversation for all brands locally.
Overall the study found there were 37,246 online conversations for 52 large technology brands contained within 467 influential channels, monitored between July and September 2009, of which 67% of volume revolved around top 10 brands.
Surprisingly, big household names were absent from the Top 10 Brands in Malaysia list. However, the Top 10 Channels in Malaysia list offered up some expected results with Lowyat net Forums dominating the list while Twitter ranked highly as well.
With 1.6 number of posts per channel across all brands, Lowyat.net - Kopitiam forum, an online discussion site and community resource, is the centre of gravity for mentions of technology brands - with 6,218 mentions found.
Channel Index is found from the ratio of total number of online channels where comments about a brand are found, versus the average number of channels with comments for all brands locally.
"The study confirms that most purchasing decisions are already made in consumers' minds before they even touch, see and feel the real thing," Karen Hoh, managing director for Edelman in Kuala Lumpur, said.
"This underlines the importance for companies to build strategies with stakeholders for a sustainable multi-stakeholder, multi-channel engagement communications campaign," she said.
The DBI was conducted across eight key markets in the Asia Pacific region including Australia, China, Hong Kong, India, Indonesia, Malaysia, Taiwan and Singapore.
Malaysia - 22 October 2009