Brand Influence League - July 2007

The month of May saw a significant drop in the number of stories for all companies surveyed in the league across both international and local media.

Month-on-month, locally tracked reportage showed that 10 of the 20 companies recorded a drop in article mentions, while seven companies maintained their figures and only three increased (DBS, CapitaLand and APB).

Global sources painted a similar picture with 10 companies experiencing a decrease, five maintaining and five increasing (DBS, Singapore Airlines, CDL, Great Eastern Holding, APB).   

For companies that went through decreases, seven out of 10 were mirrored on both the local and global lists. The concurrence between both local and global sources points to May being a particularly quiet month for the media, although there is no discernible reason for the cause of decline.

The decreases did little to dent the top five rankings though. The same companies dominated the local top five rankings; however SingTel displaced UOB a notch to move up to third place. This was due in part to SingTel only experiencing a 22% decrease in stories (from nine to seven stories) whereas UOB reported a 78% decline (from 18 to four articles).

Keppel failed to sustain its grip in the top five global list though and made its exit altogether from the rankings, having dropped out from the local list last month.  In its place was Singapore Airlines which entered at fifth place. DBS was one of the few companies which made a strong showing in May, recording a 317% increase in article mentions in the global media (from 12 in April to 50 in March) - this also saw it being pushed up to second place and nipping at the heels of CapitaLand which has so far dominated both local and global reportage.