India Digital Brand Index launched by Edleman

Asia Pacific's first country-by-country Digital Brand Index launched

Google, Microsoft ‘most discussed tech brands’ in India

Edelman, the world leading independent public relation firm, unveiled the first Digital Brand Index(DBI) on 22nd oct'09 for India. The DBI has been undertaken by Edelman in collaboration with Brandtology, which provides business and brand online intelligence services. The quarterly DBI revealed: 

• Internet search giant Google and software major Microsoft are among the most discussed technology brands in India, dominating most of the online conversations, says a survey.
  
• Google and Microsoft secured about 20% and 12% of all monitored conversations respectively
  
• Intel and Sony in the fourth and fifth spot respectively. They formed 14% of the overall online conversation during the September quarter.
  
• 74,452 online conversations relating to 96 large technology brands, contained within 423 communication channels, between July and September, which saw one brand being mentioned every two minutes on an average, Edelman said.
  
• Internet and software brands lead the conversations online, mobile and telecommunications brands like Nokia and BlackBerry, consumer electronic brands like Dell, Samsung and LG also featured in the top 10.
  
• According to the survey, Twitter India emerged as the “buzziest” communication channel in India with almost 60% of the overall conversation share.
  
• The list includes Dell India at the sixth place, followed by Samsung India Electronics (7th), Nokia (8th), LG (9th) and Blackberry (10th).
  
• Among the communication channels, select online forums, such as the Chip India Forum, TechArena Community Forum-Windows Software, Digit’s Technology Discussion Forum and DigitalPoint Forum, emerged as the key hubs where technology related conversations take place.
  
• According to DBI the top 10 communication channels in India also includes IT News and Economic Times-Stocks among others.
  

“The DBI shows which brand names are more active than others, but the real opportunity for brand owners is to identify and engage influential channels and voices through compelling social media content,” Brandtology co-founder and business development director Kelly Choo said.

“While Internet penetration remains a challenge in India, the appetite to search and share information is growing exponentially. This is true with technology brands,” Edelman India national director (corporate practice) Sachin Talwar said.

Read about Asia Pacific Digital brand index methodology - click here

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Media release of Digital Brand Index, India  - Click here

Fact sheet of Digital brand iIndex, India - Click Here