Virgin Atlantic remains top in latest Kaizo Advocacy Index

  • The Winter Kaizo Advocacy Index identifies how some brands, even in the current economic climate, are taking advantage of the opportunities online to boost reputation.


  • Virgin Atlantic remains number one.
  • Kelloggs and Heinz rise dramatically as a result of increased focus, frequency and involvement online.


  • BMI, Microsoft, Symantec, Ryanair and Orange.
  • Common themes relating to the economy and poor customer service.

The bi-annual Kaizo Advocacy Index measures online reputation of 20 major brands across four sectors, by examining independent links on four Google search engine tools and postings on Twitter and Facebook Groups.

Other key findings:

  • Economic downturn increases need to reach out.
  • Social media is coming of age as a business tool.
  • Keeping perspective online is a balancing act.
  • Facebook and Twitter are increasingly important as key channels for brand communications.

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Quotes from Rhodri Harries, Managing Director of Kaizo

“The study is unique as it recreates a customer’s own online experience, as opposed to researching perceptions of a small group of stakeholders. When customers search online for a brand they typically look for external perspectives from a number of sources. Those brands that are actively communicating online with groups, posting online content, and interacting directly with customers are ultimately the ones that shine.”

“As the economy continues to tighten brands will need to increase their online involvement to ensure that both their reputation remains intact and that online chat results in recommendations and, perhaps most importantly, sales.”

“As a simple first step brands need to identify who is saying what about them and where and then take steps to engage with conversations. This isn’t a replacement to traditional PR, but an obvious extension to the way brands should communicate, what is key though is that success requires brands to engage in conversations not simply post news.

“Those brands that ignore this medium, or simply see it as an online version of what they do offline, do so at their long term peril.”

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