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Semantic Brand Score
The Semantic Brand Score (SBS) is a measure of brand importance that is calculated on textual data. The measure is rooted in graph theory and partly connected to Keller's conceptualization of brand equity. It is calculated by converting texts into word or semantic networks and analyzing three key aspects: the frequency with which a brand name is mentioned (prevalence), the extent to which it is linked to distinctive and uncommon terms in the discourse (diversity), and its potential role as a bridge that connects otherwise unconnected or weakly connected terms or concepts (connectivity). The metric has also been used more broadly as an indicator of semantic importance, with varying objectives, by examining different text sources, such as newspaper articles, online forums, scientific papers, or social media posts. Definition and calculation Pre-processing To compute the Semantic Brand Score, it is necessary to convert the analyzed texts into word networks, i.e., graphs where ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Importance
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from Generic brand, generic or store brands. The practice of branding—in the original literal sense of marking by burning—is thought to have begun with the ancient Egyptians, who are known to have engaged in livestock branding and branded slaves as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron. If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic person ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
