THE SEMANTIC BRAND SCORE IS AN INNOVATIVE MEASURE OF BRAND IMPORTANCE APPLICABLE TO ANY TEXT DATA
SCORE DIMENSIONS
CONNECTIVITY
Measures the connective power of the brand
DIVERSITY
Measures the heterogeneity of the brand associations
PREVALENCE
Measures brand presence and awareness
VALENCE OF BRAND ASSOCIATIONS IS EVALUATED THROUGH SENTIMENT ANALYSIS. THE PAPER DESCRIBING THE MEASURE IS AVAILABLE HERE.
SOME POSSIBLE APPLICATIONS
Brand Ranking
The Semantic Brand Score was originally conceived to measure brand importance across different media – such as Twitter, Facebook, newspapers, or Intranet Social Networks. In general, it can be applied to any text corpus. Companies can use it to compare their brand positioning with those of their competitors.
Politics
Some people are brands. Politicians can use the Semantic Brand Score to assess the positioning of their name or of their party. We can help them to study their brand image, to understand the most recurring associations and the people’s feelings about them. We can also assess the strength of the main topics used in political campaigns.
Keywords and Predictions
The use of the Semantic Brand Score is not restricted to brands. This measure can be applied to any set of words to evaluate their importance and recurrent associations. It has already been used to assess employees’ feelings towards companies core values, or to predict stock prices.
About us
Our research team is based at the University of Rome Tor Vergata and coordinated by Andrea Fronzetti Colladon, the inventor of the Semantic Brand Score. We are specialized in Semantic and Social Network Analysis applied to Big Data. We carry out applied business research, to develop new analytics and tools which help companies to optimize social interactions and support creatvity and innovation processes.