Attentio Brand Maps
نویسنده
چکیده
Attentio Brand Maps (patent pending) automatically measure and visualise the evolution of perceived associations or relatedness between “entities” and “topics”. Entities can be brands, products, organisations, people, etc., while topics can be, for example, events or features. Attentio Brand Maps (ABMs) can be generated for any type of textual data having a temporal aspect (timestamps): blogs, forums, news, scientific articles, patent collections, corporate data, etc. The result is a temporal visualisation of large-scale data sets, facilitating human pattern detection. Part of the commercial value of ABMs lies in the possibility to identify brands and topics that are discussed online together, as well as their evolution, and to identify why certain brands and topics are related.
منابع مشابه
Brand Positioning of the Sport Sciences Research Institution of Iran using Perceptual Mapping Technique
Background. Brands are the most important source of emotional attachment with the consumer, it should be used as a vital tool for attracting and retaining customers of the organization and various sports organizations, should follow the theoretical principles related to brand management and brand loyalty and move towards strategic brand management as a superior marketing philosophy. Objectives...
متن کاملMeasuring Political Brand Equity : A Consumer Oriented Approach
Purpose To develop understanding of how voters view the political brand by analysing the mental maps that voters create when asked to think about a political party. The analysis is both in terms of the nature of the maps and also in terms of the equity associated with a map. Methodology A consumer-oriented approach is developed for mapping the political brand. The brand maps are analysed to dis...
متن کاملMeasuring brand association strength: a consumer based brand equity approach
Purpose – To date, the brand equity literature has been limited by a gap in the measurement of a key driver of Consumer Based Brand Equity (CBBE). We address this gap by developing a new, consumer-based measure of brand association strength, a critical element of CBBE. Design/Methodology/Approach – This paper, based on cognitive psychology, takes a recently developed brand mapping approach and ...
متن کاملCombined Market Structure and Segmentation Analysis Based on Brand Choice Data: Overcoming the Limitations of Conventional Techniques with Topologically Ordered Feature Maps
The objective and related issues of simultaneously performing competitive market structure (CMS) and market segmentation analysis is well-documented in the marketing literature. In this paper, an artificial neural network based approach of Kohonen (1982) for the formation of topological ordered feature maps is introduced into the context of brand choice data based combined CMS/segmentation anal...
متن کاملAssessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations
Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations. Information on these associations arise from two ways of collecting data, respectively: brand-by-brand evaluations of all attributes and attribute-...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
عنوان ژورنال:
دوره شماره
صفحات -
تاریخ انتشار 2009