The first "United Breaks Guitars" video has been viewed more than 5 million times and was recently joined by a second video.
BrandIndex measured buzz ("If you've heard anything about the brand in the last two weeks, was it positive or negative?") and reputation ("Would you be proud or embarrassed to work for this brand?"). For buzz, the scores dipped below zero at each video release, which means far more negative perception of the brand than positive. For reputation, perception took big drops as well during both releases.
YouGov's BrandIndex interviews 5,000 people each weekday from a representative U.S. population sample, more
than 1.2 million interviews per year. Respondents are drawn from an online panel of more than 1 million individuals. Margin of error is a very accurate +/- 2%. A score can range from 100 to -100 and
is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.--Tanya Irwin