Brand Influence League - Jan08

Uniform dip in November noise 

November was a dismal month for all with both global and local citations equally low and things generally quiet. Almost all companies were not getting increment in press views with the exception of CDL, Keppel and Singapore Post. This year was a good year for CapitaLand, not only was it the company with the most mentions this month, it retained its throne for most cited company locally in 2007 with just a little drop in total numbers compared to last year from 116 to 110. Globally however it was Singapore Airlines with its mystic allure to charm the pens of foreign journos. It grabbed 532 hits out of a total of 1964, amounting close to a quarter of all written material on Singaporean CEOS.

October was an exceptional month for Singapore Airlines, but Fortune wheels turn - at its peak it can only go down. November saw its article counts drop to a mere two from last month's 25 locally and from a three digit affair of 317 to just 26 mentions globally. Despite this fall it still remains top of the charts with CapitaLand and DBS close at its heels at 20 counts internationally.  However it was UOB in the month of November that shone globally - its percentage upward spike was 1,000%, way above the next two contenders Singapore Post and Venture Corporation with a 300% increment each.

Interesting to note is that while companies perform consistently well with regards to press mentions the same consistency too can be noted with companies that do not get much coverage at all. Locally Flextronics had two mentions the same time last year, scraping the bottom of the CEO barrel but this year it fell further with just one lone mention. However it does fare much better globally with a total of 67 mentions - way above the bottom of the list which has been reserved for Jardine Cycle and Carriage with just five counts - the same amount that gave it its last position in 2006.