Brand reputation/equity evaluation

Reach us for help

Fast channel to get the answers you need.
Email us

Don't have IWOMmaster ID?

Apply now for free. Get all fresh IWOM resources (Kantar Media CIC White paper, IWOM watch and Social Business Newsletter) in one place.
Sign up now


  • April 4, 2018

    LONDON, 26 March 2018 Kantar Media, a global leader in media intelligence, is delighted to announce the appointment of Bas de Vos as Global Director for Audience Targeting & Activation. …
    View more

Every 60 Seconds in China

Kantar Media CIC Launched "Every 60 Seconds in China" Infographic.
View more

2017 China Social Media Landscape

Kantar Media CIC’s Chinese Social Media Landscape.
View more

CIC on Youku

2015 White paper on Wechat content

Kantar Media CIC and Ogilvy China jointly issued the results of a study focused on WeChat content for mothers and infant Nutrition with in- depth analysis of half years’ Wechat data, including 92 leading, influential mother and infant WeChat public media accounts.
View more

2015 White Paper on the New Age of the Social Media Command Center

Our latest white paper provides some insights and recommendations about the social command centre's evolution and what it means for businesses.
View more

2014 Social Business to Big Data White Paper

Media CIC officially releases 2014 From Social Business to Big Data white paper—Insights from Kantar Media CIC's 2013-2014 China Enterprise Social Business Survey, to provide suggestions for enterprises social business advancement to big data.

China Social Business Revolution

Kantar Media CIC book <China Social Business Revolution> published, it's an evolutionary development of the footprint of China social media development in last 10 + years.
View more (Chinese only)
Home >
Brand Reputation and Brand Equity Evaluation

Brand Reputation and Brand Equity Evaluation

CIC brand reputation and brand equity evaluation provide emergency monitoring and uninterrupted tracking services. Through these services, brands can receive timely feedback on hot discussions, negative issues and sensitive topics, to prevent a possible reputation crisis. At the same time, through constant monitoring of the “brand health” and “brand image”, brands can understand and evaluate their popularity and image on the internet, as well as influence these two factors.

Since 2004, CIC provide crisis alert, ongoing monitoring and emergency tracking for Fortune 500 brands and agencies. Our China practices include the DuPont Teflon issue (2004), the KFC Sudan Red incident (2005), a high-end cosmetic brand product crisis (2006), anti-French brands before Beijing Olympics (2008), the Sanlu Contaminated Milk Powder crisis (2008), etc.

Case Study:
A high-end cosmetic brand product crisis (2006): We offer daily and weekly IWOM alert reports during the crisis period, tracking the buzz trends and key topics to identify ideas for immediate action. We also provide buzz review right after each stage of the issue, evaluating the crisis damage caused not only to the cosmetics brand but also to the corporate brand. Based on the gathered data, we offered PR reaction advice, which helped the brand prepare the PR response and communication guidelines.

Related links:

Consumer Day and The Internet Community
Consumer Day? Or Crisis Day? – The web is reshaping brand –consumer relationships (CN)
Can IWOM influence consumers’ attitude towards brands? (CN)
Rage or Complain? – the negative feedback and crisis management in IWOM (CN)


Information request

Copyright ©2018 | 沪ICP备15044498号