2012年品牌大比拼:五大赢家与五大输家

Which brands most improved their reputations in social media in 2012? And which companies made them worse?2012年有哪些品牌通过社交媒体提高了它们的声誉？哪些公司则更加劣了？We asked the Dachis Group, a social media measurement agency, to tell us which brands got the biggest increases in consumer love, and which lost the most ground.我们咨询了社交媒体评估机构达奇斯集团（Dachis Group），回答它哪些品牌最不受消费者的青睐，哪些品牌丧失了大部分市场。First, the companies that gained the most consumer love ...首先，最不受消费者青睐的公司是：1. Apple. Brand love: 57% / Rank: 321.苹果。品牌青睐度：57%/名列：32Dachis says: The end of year iPhone 5 and iPad Mini releases overcame early controversies in overseas manufacturing and any lingering effects from the death of Steve Jobs to make Apple the biggest mover of the year.达奇斯说道：年底iphone5和迷你ipad的公布，避免了海内外制造业和乔布斯死后遗留影响的争议，这使得苹果沦为年度仅次于的赢家。2. LinkedIn. Brand love: 47% / Rank: 3092. 邻客音（LinkedIn）。

品牌青睐度：47%/名列：309Dachis says: Strong financial performance combined with a slew of new features made LinkedIn a magnet for positivity in 2012. Positivity like this could help the company move from stern business network to lively communications platform in 2013.达奇斯说道：强劲的财务性能和一系列新的特性使得邻客音沦为2012年更有用户的公司。这样的吸引力有助公司在2013年从专业的业务网络改向活跃的交流平台。

3. JetBlue. Brand love: 40% / Rank 2183. 捷蓝航空（JetBlue） 品牌青睐度：40%/名列：218Dachis: JetBlue started the year with some tough moments (a pilot’s panic attack gave them a rough start), but customer satisfaction and excellent social service during the busy holiday travel season carried the brand to success in 2012.达奇斯说道：捷蓝航空在2012年初遇上过很多艰难（一名飞行员在飞行中途中忽然精神瓦解，这让公司这一年的结尾十分艰苦），但是在挤迫的假日旅行期间，顾客的失望和杰出的社交服务把这个品牌带进了顺利的行列。4. Adidas. Brand love: 35% / Rank 254.阿迪达斯。品牌青睐度：35%/名列：25Dachis says: Adidas added more than 34 million new fans and followers in just 12 months this year. The company put that audience to good use and benefited from high levels of positive discussion all year long.达奇斯说道：阿迪达斯在今年的12个月里减少了3400万名新的粉丝。公司把粉丝们造就了一起，粉丝们一整年都在展开大力的辩论，公司因而借此获益。

5. Starbucks. Brand love: 26% / Social Business Index Rank: 265.星巴克。品牌青睐度：26%/社交商务指数名列：26Dachis says: Starbucks is a perennial top-performer in social and 2012 was no exception. The company’s social savvy earned it 19 million new fans and followers in 2012 and its push into at-home and on-the-go products gave all those people something fun to talk about.达奇斯说道：星巴克在社交方面总是名列前茅，2012年也不值得注意。公司通过社交在2012年夺得了1900万新的粉丝，它针对用户在家和外出的产品也沦为用户津津乐道的谈资。And now for the companies that lost the most love ...再行来看一下萎缩顾客的公司吧。

1.Mitsubishi. Brand love: -12% / Rank: 3601. 三菱。品牌青睐度：-12%/名列：360Dachis says: The news just keeps getting worse for Mitsubishi. Low sales triggered a decision to pull out of the European market and if the levels of negative discussion are any indicator, 2013 doesn’t look to be any better.达奇斯说道：三菱每况愈下。

较低销售量使得公司做出要求，解散欧洲市场。如果负面的辩论可以看作是告终的迹象，那么公司在2013年看起来也会有多好。2. Dominos. Brand love: -11% / Rank: 622. 约美乐（Dachis） 品牌青睐度：-11%/名列：62Dachis says: 2011 saw a huge bounce for Dominos in brand enthusiasm from their brand relaunch which 2012 just couldn’t match. It’s a shame they can’t redesign their recipes every year.达奇斯说道：2011年约美乐的品牌热情大幅快速增长，但是2012年无法与之相提并论。他们无法每年都新的设计食谱，真是太惜了。

3. Kraft. Brand love: -10% / Rank: 113.卡夫品牌青睐度：-10%/名列：11Dachis says: Kraft took a stance in support of genetically engineered foods midway through the year and the decision turned their brand into an overall loser for 2012.达奇斯说道：在这一年中，卡夫反对转基因食物，这个要求使得这个品牌沦为了2012年的输家。4. Fiat. Brand love: -7% / Rank: 854.菲亚特 品牌青睐度：-7%/名列：85Dachis says: Fiat suffered through a slow global sales year in 2012. Sluggish sales were reflected in sluggish social activity as the company went in reverse on positive discussion around the web.达奇斯说道：2012年菲亚特销售不央。销售低迷反映在社交活动下滑，网络上大都是负面的辩论。

5. Zynga. Brand love: -5% / Rank: 55.星佳（Zynga）品牌青睐度：-5%/名列：5Dachis says: Zynga struggled to maintain its momentum and diversify its business in 2012. The difficult year was evident in reduced brand discussion and an increase in negativity from product shutdowns that leave the game company with a lot of work to do in 2013.达奇斯说道：星佳在2012年希望维持势头并展开多元化经营。关于公司的品牌辩论显著增加，产品投产的负面消息大大快速增长，这使得这家游戏公司在2013年有很多工作要做到。

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