The Adidas logo came out on top of marketing technology firm Brandwatch's "2018 Brand Visibility Report" — for its 6.6 million Instagram and Twitter post appearances between December 2017 and April 2018. According to the Brandwatch report, "that’s 154 new images every minute, or three new images every second.” Is that faster than the speed of light?
Nike appeared in second place with 5.1 million posts per month, while Google placed third with 3.9 million posts. McDonald's held the top spot last year. Top 10 newcomers include Starbucks and Disney.
Words didn't play a major role in this logo-tracking exercise; in fact, only 20% of the images were posted alongside written references. Of the logos that did appear with text mentions, Burberry had the highest percentage of positive text mentions, with Swarovski, Tory Burch, Moët & Chandon, and Nutella following.
Sports apparel logos in general have an advantage in logo visibility. The Puma logo, for example appears on the sleeves of its jerseys, which gives its brand visibility a big boost. And industry differences abound in the study. Brand visibility on athletic apparel was 3 times higher than technology market logo visibility. Clothing brands, take note!
Brandwatch compiled the report after tracking 300 separate logos from Fortune 500 companies and Interbrand’s Best Global brands list, along with more than 100 million images posted on Instagram and Twitter between December 1, 2017, and April 1, 2018.
And while we're on the topic of brand lists, check out "America's Most Loved Brands 2018," based on the net favorability score from Morning Consult's survey of 250,000 US adults and more than 1,000 company brand names. Google placed first, followed by Amazon, YouTube, Netflix, Samsung, and Microsoft.