Evaluating brand value on the web

The value of a brand name is an important factor that consumers often take into consideration when making their purchasing decisions. However, it is difficult for users to evaluate correctly the value of a brand name, especially when they encounter it for the first time. In reality, sometimes a brand's description or its use is purposely manipulated so as to give an impression of high value. In another way, a nonexisting brand name may be used to attract consumers. We call such names "glorified terms." In this paper, we propose a method for evaluating a brand's value from texts on the Web. To this end, we first acquire candidates of attributes useful for evaluating whether a term is a brand name or a glorified term. The candidates are evaluated according to the idea whereby explanations about a real brand name often contain attributes describing its quality. We implemented a prototype system especially for agricultural and livestock products. The system judges whet...

• Type: Conference
• Year: 2009
• Where: WWW
• Authors: Takuya Kobayashi, Hiroaki Ohshima, Satoshi Oyama, Katsumi Tanaka
• Keywords: Brand Names, Internet Technology, Keywords Brand Value, Well-known Brand, WWW 2009