NDLI: Evaluating brand value on the web

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Evaluating brand value on the web

Content Provider	ACM Digital Library
Author	Tanaka, Katsumi Kobayashi, Takuya Oyama, Satoshi Ohshima, Hiroaki
Abstract	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 non-existing 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 whether a given one is a glorified term or a well-known brand name from several viewpoints. We conducted preliminary experiments and we achieved 74% - 85% accuracy rate.
Starting Page	67
Ending Page	74
Page Count	8
File Format	PDF
ISBN	9781605584881
DOI	10.1145/1526993.1527008
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2009-04-20
Publisher Place	New York
Access Restriction	Subscribed
Subject Keyword	Obtaining attributes of products Brand value Evaluation of brand names
Content Type	Text
Resource Type	Article

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