The Semantic Brand Score

TL;DR

The Semantic Brand Score (SBS) is a novel, flexible metric derived from text data that measures brand importance through social network and semantic analysis, aiding strategic decision-making.

Contribution

It introduces the SBS, a new multi-dimensional measure of brand importance applicable across contexts, markets, and languages, integrating semantic and network analysis.

Findings

SBS effectively quantifies brand importance in various contexts.

It correlates with traditional brand equity measures.

It can predict stock prices and assess competitive positioning.

Abstract

The Semantic Brand Score (SBS) is a new measure of brand importance calculated on text data, combining methods of social network and semantic analysis. This metric is flexible as it can be used in different contexts and across products, markets and languages. It is applicable not only to brands, but also to multiple sets of words. The SBS, described together with its three dimensions of brand prevalence, diversity and connectivity, represents a contribution to the research on brand equity and on word co-occurrence networks. It can be used to support decision-making processes within companies; for example, it can be applied to forecast a company's stock price or to assess brand importance with respect to competitors. On the one side, the SBS relates to familiar constructs of brand equity, on the other, it offers new perspectives for effective strategic management of brands in the era of big data.