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REPORT

2020 Brand Visibility Report

We analyzed millions of images to find the most photographed brands in 2020

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REPORT2020 Brand Visibility Report
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We analyzed 40 million images containing logos to find the most photographed brands.

The power of images has been well documented for decades but, with the democratization of photography (especially because of the widespread uptake of smartphones with cameras), communication is now more visual than ever.

For brands, the images consumers share provide a window into how their products or advertisements are seen in the wild – how they’re used, the context they appear in, and more.

In fact, only 14.7% of the images we studied featuring the most visible logo of 2020 actually mention the brand in the accompanying text.

Being able to analyze images effectively, especially when there is so much that could be missed in traditional text-based searches, is vital to uncovering previously hidden insights.

Using cutting edge technology, in this report we’ll explore:

  • The most visible brands in 2020 (ranked)
  • The most visible industries on Twitter in 2020
  • Analysis of the most visible brands
  • New Image Insights capabilities

You can also find the methodology for this report here.

The most visible brands 2020

For this ranking, we used Brandwatch Consumer Research to collect a representative sample of Twitter data between January 1 – June 14 2020. Using our library of around 800 logos from some of the world’s biggest brands, we then searched within the tweets to find images containing those logos. There were just under 40 million that contained an image with an accompanying logo that Brandwatch recognized. Ranking the logo mentions by volume, here are the most visible brands.

The most visible brands 2020

Ranking Brand
1 Nike
2 Adidas
3 Parental Advisory
4 Los Angeles Lakers
5 Spotify
6 Emirates
7 Apple Inc
8 Amazon
9 Coca-Cola
10 Manchester United
11 Puma
12 Samsung
13 Liverpool FC
14 McDonald's
15 Chanel
16 UFC
17 Louis Vuitton
18 Air Jordan
19 Xbox
20 Arsenal FC
21 New York Yankees
22 Walmart
23 New Balance
24 AT&T
25 EA Sports
26 Jeep
27 Under Armour
28 Nintendo
29 MTV
30 Chevrolet
31 NFL
32 T-Mobile
33 Ben and Jerry
34 Pepsi
35 Manchester City FC
36 FIFA Game
37 Golden State Warriors
38 Converse
39 Juventus FC
40 Chick Fil A
41 Kia
42 Reebok
43 Sky
44 Wendy's
45 Barclays
46 Red Bull
47 LSU
48 Real Madrid
49 KFC
50 Mercedes-Benz
Source: Brandwatch Consumer Research | 1 Jan - 14 June 2020

The most visible industries

Looking at the top 50, we broke down the brands by sector. Sports was the industry with the most representation on the list. Of those 12 brands, six were soccer teams.

This is especially impressive given that for much of this year sports teams haven’t been able to play in live events. It goes to show that, even when sports aren’t in play, those who sponsor jerseys and vests still get the visibility they’re paying for.

Speaking of those sponsors, ‘Fashion: Retail’ is the next most photographed sector. These are primarily brands that create sportswear (like Nike, Adidas, and Puma) but that also sponsor big teams. These brands benefit both from team sponsorships and influencers in terms of their online visibility.

Third is entertainment brands, which makes the most sense, especially so far in 2020 when consumers have spent a lot of time looking for entertainment. The brands in this category are a real mix, but gaming and music stand out as the big players. Album covers featuring the Parental Advisory logo, Spotify content, and MTV are all in the top 50, while Nintendo and Xbox logos are doing the gaming community proud.

Top brands: Context

Here we’ll look at the top actions, scenes, objects, and people in the images shared around the brands who topped the rankings to give a sense of the drivers and insights that can be pulled out.

Nike

Influencers: The names of soccer players Neymar and Messi both appeared tens of thousands of times alongside images of the Nike logo. They’re both often photographed wearing Nike attire.

Scenes: Arenas and sports scenes are, perhaps predictably, the most common scenes for Nike logo to be featured in. This is despite the fact that, for much of the year, arenas have been empty.

Actions: Nike logo images are mainly accompanied by people partaking in fitness activities, but the most common action is actually sitting. There are thousands of images of people posing in relaxed positions wearing Nike clothes.

Objects: The most common ‘thing’ to appear in Nike logo images are people, but sneakers/shoes are also bringing in thousands of mentions. Box-fresh sneakers are hugely popular.

Adidas

Influencers: Cristiano Ronaldo is one of the top photographed people in Adidas clothing (if not in the whole world). Another influencer that crops up is Jisoo, of K-pop fame. She’s a member of the group Blackpink, who have been involved in Adidas campaigns.

Scenes: Arenas and crowds are common in Adidas logo images, which is (again) surprising given that these have not been the norm over the last few months given social distancing measures. Something unexpected that pops up in the top ‘scenes’ is ‘Romance’, referring to people in athleisure embracing each other (in a SFW sense) or in other cute settings.

Actions: For Adidas, sports are front and center as actions in images – ‘sitting’ (top for Nike) is much further down the list. ‘Speech’ is an unexpected addition to the list of common actions associated with Adidas logo images – these mentions actually come from quotes posted from soccer player Marcus Rashford, who has spoken out about making sure vulnerable children don’t go hungry in 2020.

Objects: Just like in Nike’s analysis, people are the most common ‘thing’ to appear in Adidas logo images. T-shirts are also widely shared (more than shoes/sneakers, which are massively popular in Nike images).

Nike vs Adidas

We mentioned above that Nike logo mentions had more images of sneakers, while Adidas logo mentions had more images of shirts. Here’s a breakdown of fashion items (this time looking at tweets mentioning words associated with clothing items that feature images containing either brands’ logo):

While Nike is killing it on most fronts here, Adidas clearly has the upper hand when it comes to shirts, and they do well for coats and jackets, too.

Los Angeles Lakers

Coming in at fourth in our rankings, just behind the Parental Advisory logo, the LA Lakers are perhaps a surprising entry. But there is a good reason.

The tragic death of Kobe Bryant early this year drove these mentions. There are thousands of tributes to him which are accompanied by images of him in his LA Lakers uniform.

Bryant was also prominent in both Nike and Adidas logo mentions.

New Image Insights capabilities

We’ve released a Brand Visibility Report every year since 2017. Each time, we’ve iterated on it based on technological developments in our products, and this year is no different.

Perhaps one of the coolest new things we have to play with this year is the ability Image Insights gives us to search within images for particular items, without the need to search for keywords or specific logos. To show you what we mean, here’s an example that looks at pizza.

Instead of searching for particular logos or particular keywords, our query had one simple instruction: search for images that contain pizza.

Brandwatch Consumer Research returned 950k posts from across the web between January 1 and June 8 2020.

With all this data, we were able to explore a number of different trends in pizza eating, making, and fandom.

Insight 1: Homemade pizza is a lockdown favorite

Looking at trends over time so far in 2020, we’ve seen people talking about homemade pizza spike during lockdown. Mentions jumped in March and remained consistently popular throughout April and May.

Hundreds of people within the homemade pizza conversation talked about using pizza ovens specifically. These have proved a popular lockdown accessory – searches for pizza ovens skyrocketed in May 2020.

Why is this useful? Retailers should consider pushing their pizza oven offerings harder online, especially as the summer approaches.

Insight 2: We crave different kinds of pizza on different days

Looking at original posts (excluding RTs, comments, replies, etc), pizza images are shared most on Fridays, Saturdays, and Sundays.

But there are definitely differences between those days when it comes to the kinds of pizzas we want.

For posts featuring the terms “takeout” or “order”, we found that pizza images were most popular on Fridays.

For posts featuring the terms “home made” or “homemade”, we found that pizza images were most popular on Saturdays.

Why is this useful? Looking at the first chart, pizza brands might be tempted to put the majority of their budget into marketing their offers on Saturdays, since that’s the day there are most pizza posts. But it’s actually Friday (and other weekdays) when people are most likely to talk about ordering takeout pizza.

Insight 3: The most shared pizza images have common qualities

What kinds of pizza are most shareable?

Ranking the pizza posts by retweets meant we could find the top five most-shared images of pizza so far in 2020.

These were mainly shared by people missing their favorite pizzas during quarantine, when many restaurants had to close their doors.

We found that:

  • Four out of the five top-shared pizza images featured pepperoni pizzas, and all five featured meaty toppings.
  • All five of the top-shared pizza images showed exclusively thick-crust pizzas.

Why is this useful? Based on this data, designers creating assets for new pizza deals should consider keeping thick-crust, pepperoni pizzas front and center to hook consumers’ attention.

Insight 4: There are clear favorites when it comes to accompanying beverages

Looking at the top logos appearing in pizza images, we’re able to find out consumers’ favorite beverages that accompany the meal.

For example, Coca-Cola and Sprite appear in the top logos appearing alongside pizzas.

Why is this useful? Let’s say consumers begin sharing images of their Pizza Hut boxes alongside bottles of Angry Orchard Cider. If there’s enough interest, it’s time to explore getting Angry Orchard on the Pizza Hut menu.

Summary

Image analysis is getting more and more exciting by the year. Not only can we compare the visibility of different brands, we can also find out what’s driving that visibility. We can also start at a totally different point, from images of particular objects (like pizza!) and draw insights from items relevant to whole sectors.

If you’re interested in talking to an expert about how Image Insights could help your brand or organization, book a meeting here.

Crimson Hexagon has merged with Brandwatch. You’re in the right place!

From May 8th, all Crimson Hexagon products are now on the Brandwatch website. You’ll find them under ‘Products’ in the navigation. If you’re an existing customer and you want to know more, your account manager will be happy to help.