The Semantic Brand Score

Abstract

The Semantic Brand Score (SBS) is a new measure of brand importance calculated on text data, combining methods of social network and semantic analysis. This metric is flexible as it can be used in different contexts and across products, markets and languages. It is applicable not only to brands, but also to multiple sets of words. The SBS, described together with its three dimensions of brand prevalence, diversity and connectivity, represents a contribution to the research on brand equity and on word co-occurrence networks. It can be used to support decision-making processes within companies; for example, it can be applied to forecast a company's stock price or to assess brand importance with respect to competitors. On the one side, the SBS relates to familiar constructs of brand equity, on the other, it offers new perspectives for effective strategic management of brands in the era of big data.

Cited by in corpus (18)

• Evaluating and improving social awareness of energy communities through semantic network analysis of online news
• Forecasting election results by studying brand importance in online news
• Put your money where your mouth is: Using deep learning to identify consumer tribes from word usage
• LCA and energy efficiency in buildings: mapping more than twenty years of research
• As long as you talk about me: The importance of family firm brands and the contingent role of family-firm identity
• Writing about COVID-19 vaccines: Emotional profiling unravels how mainstream and alternative press framed AstraZeneca, Pfizer and vaccination campaigns
• Studying the association of online brand importance with museum visitors: An application of the semantic brand score
• Corporate core values and social responsibility: What really matters to whom
• Big data and big values: When companies need to rethink themselves
• Editorial introduction: The power of words and networks
• Forecasting consumer confidence through semantic network analysis of online news
• A new system for evaluating brand importance: A use case from the fashion industry
• Tell me a story about yourself: The words of shopping experience and self-satisfaction
• Why distinctiveness centrality is distinctive
• Informed Machine Learning, Centrality, CNN, Relevant Document Detection, Repatriation of Indigenous Human Remains
• Brand Network Booster: A new system for improving brand connectivity
• The role of media memorability in facilitating startups' access to venture capital funding
• Topic, Sentiment and Impact Analysis: COVID19 Information Seeking on Social Media