NetBase: Insight Delivered

The PGA Tour is in full swing. The US Open hits Pebble Beach this week. And golf lovers everywhere are trying to get in another round.  So while they’re polishing their clubs (and you’re shopping for Father’s Day gifts), the NetBase Brand Passion Index looked at some of the biggest brands in golf: Callaway, Nike, TaylorMade, Titleist, and Wilson.

Each month, the Brand Passion Index measures consumer passion for brands expressed via social media.  Using the ConsumerBase tool to understand what people are saying online, this month’s Index surfaces the emotions associated with leading golf brands.

So, when a birdie is on the line, which golf-gear brands do consumers love most?  The Brand Passion Index reveals that consumers absolutely love their Callaway. While Nike Golf and Callaway are the subject of an equal amount of chatter, Nike gets all the “like” and Callaway gets all the “love”. Despite the negative publicity, Tiger Woods does not appear to impact the passion level for the Nike Golf brand. In fact, golfers express little hate toward any of the major brands (contrast that to last month’s Index findings about WalMart). Titleist gets the least amount of love, but is still very liked. All in all, results to keep in mind when shopping for Father’s Day (this Sunday, June 20).

In this graphic, the amount of sentiment and chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the intensity of passion. While consumers feel positively about all the golf brands, Callaway inspires the most love and the most discussion.

The following excerpts from social media chatter capture the passion that consumers feel about Callaway:

“I absolutely love Callaway.”

“I’m loving my #Callaway X-22 Tour irons and FTiz Driver…heck…I love ‘em all! Thanks @Callaway!”

“I personally love the Callaway gloves.”

“78 today oh yeah!!!! i love my callaway x-22 irons!“

“My husband is a golfer and he loves the Callaway golf balls.”

Nike Golf had a high “like” score, a result of a full spectrum of consumer chatter:

“@Country_Steve I just hate Nike full stop, How on earth did they get into golf? They are the rupert murdoch of sports gear.”

“Can anyone recommend a decent golf ball…not too expensive, not too cheap? I like the Nike Golf Power Distance Soft.“

“I love my new Nike Method Putter!”

To generate the Index, NetBase reads online conversations and extracts the meaning from those conversations, capturing the intensity of emotions that consumers express about a brand. The combination of passion level and amount of chatter determines the involvement level.

Each month, the index will analyze consumer passion for brands in various categories and will publish the results here on the NetBase blog.  Drop us a line if there are brands you’d like to see covered!  Next up: Box Office Hits.

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