Evaluating brand value on the web

11 years 4 months ago
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...
Takuya Kobayashi, Hiroaki Ohshima, Satoshi Oyama,
Added 21 Nov 2009
Updated 21 Nov 2009
Type Conference
Year 2009
Where WWW
Authors Takuya Kobayashi, Hiroaki Ohshima, Satoshi Oyama, Katsumi Tanaka
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