How to generate media value: Fire your CEO

October 28, 2011

Some outfit called General Sentiment has set about the task of evaluating the media value of top global brands and then ranking those companies accordingly. Some brands made their way up the list because they ousted their head honcho.

To compile the rankings General Sentiment monitors the news, blogs, tweets and other social media for a brand’s “buzz” — negative or positive — to calculate the estimated cost to generate the same media exposure through traditional advertising.

For the latest list, Google claims the spot as the “top brand” with $917 million worth of media value during the third quarter ahead of Apple

General Sentiment reasons that Google’s  held onto its top spot because of its $12.5 billion acquisition of Motorola Mobility in mid-August, the growth of Google + and the purchase of Zagat. Even though during the same quarter Apple announced that Steve Jobs was stepping down as CEO.  Apple apparently lost 16 percent of its media value from the last quarter because it did not launch any new products.

Two companies that made its way to the top five got there because of  turmoil.  Hewlett-Packard, which jumped 7 spots, and Yahoo. Both companies saw the ousting of their CEOs, proving once again that even negative news has its value.

The list:

1. Google, MV (media value) $917 million

2. Apple, $753 million

3. Microsoft, $373 million

4. HP, $258 million

5. Yahoo, $212 million

6. Samsung, $201 million

7. Sony, $194 million

8. Intel, $155 million

9. Oracle, $117 million

10. Disney, $115 million

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