Following the publication of our latest online branding research, we wanted to give readers access to how the calculations were made. So, here is Stobbs’ online branding methodology, here’s how they worked it all out. When it comes to the calculation of online prominence, brand mentions are identified by matching the content of the webpage HTML using ‘regular expressions’ (‘Regex’), a formulation which allows wildcard-based searching and is able to identify brand references within longer strings (such as the URL of the page).