FAQ

What's Brand Mojo?

This not for profit site explores the most loved and hated brands. A randomly generated brand appears on the screen and the user rates it from (5) – Love it to (1) – Hate it. Brands are conceptualized in a broad sense to include both traditional and non-traditional brands.

Are these non-traditional brands (non-profit organizations, geographies and celebrities) really brands?

You bet. To quote Kevin Lane Keller, Godfather of modern branding, "A branded product may be a physical good like Kellogg's Corn Flakes cereal, Prince tennis racquets, of Ford Mustang automobiles; a service such as Delta Airlines, Bank of America, of Allstate insurance; a store like Bloomingdale's department store, Body Shop specialty store, or Safeway supermarket; a person such as Warren Buffett, Mariah Carey, or George Clooney; a place like the city of London, state of California, or country of Australia; an organization such as the Red Cross, American Automobile Association, or the Rolling Stones; or an idea like corporate responsibility, free trade or freedom of speech." (P3. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition, Pearson Publishing, 2013.) Brand Mojo ranks all of these brands from the most loved to the most hated.

Who rates the brands?

All ratings are generated by site visitors and do not reflect the opinions of Robert Mackalski or those involved in creating or managing the site.

How is the Brand Mojo brand score on the Leaderboard calculated?

The Brand Mojo brand score is calculated this way:

(L - H) / T; where L is the number of brand lovers (people giving the brand a 5), H is the number of brand haters (people giving the brand a 1) and T is the total number of brand lovers and brand haters.

It is a universal relative measure that enables brands to be able to compared to one another. This measure gives different results than simply the average rating score because it focuses on those who impact the brand most- those with emotional relationships with the brand.

What's the link with McGill University and ESPM?

The Brand Mojo brand love versus hate model was conceived at McGill University. Since then, the data has been used by researchers at McGill University and ESPM University to help gain a better understanding of brands and brand management. Studies related to the data have been approved by the McGill University Research Ethics Board.