The document summarizes the results of the bi-annual Kaizo Advocacy Index (KAI) which examines brands' online reputations and recommendations. The following are some key findings: Hovis saw a dramatic rise in online popularity compared to the last Index, while Virgin Atlantic maintained a strong online presence similar to Hovis. Social media is becoming an important business tool for brands to engage with customers online and address negative comments. The introduction of searches on Facebook and Twitter in this year's study recognizes the growing importance of social networks. The overall scores show Virgin Atlantic, Symbian, T-Mobile and Vodafone as the top performing brands in the airline, software and mobile sectors respectively according

5. Overall scores Not including Facebook and Twitter With Facebook and Twitter Summer 08 Winter 09 Change Winter 09 KAI Rank Food Brands Hovis 2.0 34.5 32.5 42.7 1.0 Heinz -11.0 31.1 42.1 22.4 2.0 Kellogg's -6.0 38.3 44.3 22.2 3.0 Danone 25.0 17.8 -7.2 19.6 4.0 Del Monte -13.0 -21.4 -8.4 -8.5 5.0 Airline Brands Virgin Atlantic 16.0 37.5 21.5 45.0 1.0 easyJet -7.0 12.5 19.5 9.2 2.0 RyanAir -40.0 -12.2 27.8 -15.8 3.0 British Airways -39.0 -16.1 22.9 -21.6 4.0 BMI 11.0 -33.3 -44.3 -35.1 5.0 Software Brands Symbian 18.0 24.7 6.7 26.3 1.0 SAP -17.0 -0.3 16.7 7.3 2.0 Oracle 14.0 -20.8 -34.8 -12.2 3.0 Microsoft -16.0 -32.5 -16.5 -24.2 4.0 Symantec -3.0 -32.5 -29.5 -24.3 5.0 Mobile Brands T-mobile -19.0 3.1 22.1 14.6 1.0 O2 -1.0 23.1 24.1 12.0 = 2.0 Vodafone 14.0 20.7 6.7 12.0 = 2.0 3 mobile 26.0 25.0 -1.0 8.3 4.0 Orange 34.0 -16.7 -50.7 -0.8 5.0

6. Food brands

7. Airway brands

8. Software brands

9. Mobile brands

10. For a full report please visit www.kaizo.net or email [email_address]