Abstract:

Want to get rid of costly brand image tracking and barometers? The Brand Mining tool leverages the network structure of social media and uncovers which perceptual dimensions are associated (or not) with your brand. In this paper, we introduce and provide early validations of a new method of brand health measurement. Our approach is innovative as it does not try to "directly" measure the association of a brand with its perceptual dimensions, It is not based on 'declarative' survey data but based on behaviour data (directly extracted from social media interactions) and may also be full automated.