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New results from Havas Media's Meaningful Brands study 2013 expose the danger that will confront many media and tech brands, such as Facebook and Google, if they are not seen to be making a positive impact on society. This news comes despite the success these brands have enjoyed within both the overall Meaningful Brands study scores and other wider opinion research.
The Meaningful Brands index (MBi) is Havas Media's new metric of brand strength – it is the first global analytical framework to connect human wellbeing with brands at a business level. It measures the benefits brands bring to our lives.
This year, tech megabrands achieved top scores on the MBi as they generate a positive impact on our day to day organisational, intellectual, social and emotional wellbeing. To support this, half of the top ten global brands are from the tech sector – Google occupies the No 1 slot, closely followed by Samsung, Microsoft and Sony. In the UK Google is ranked No 3 – Yahoo and Skype also perform well.
Looking further into the data it shows that, despite the positive performance, this dominance will be short-lived if these brands don't improve their impact on our collective wellbeing (ie the community, environment and wider society). Furthermore, at a global level, the media and tech category has the lowest scores when measuring its positive impact on our communities, economies, environments, as well as governance and ethics.
For example, Google came 61st for governance and ethics, clearly indicating the controversy over its payment of tax has impacted the brand.
This infographic tries to answer the question: can technology companies survive the big data scandal?
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Copy on this page is provided by Havas Media Group, sponsors of the Meaningful Brands in focus series