Evaluating brand value on the web

  • Authors:

  • Takuya Kobayashi;Hiroaki Ohshima;Satoshi Oyama;Katsumi Tanaka

  • Affiliations:

  • Kyoto University, Kyoto, Japan;Kyoto University, Kyoto, Japan;Kyoto University, Kyoto, Japan;Kyoto University, Kyoto, Japan

  • Venue:
  • Proceedings of the 3rd workshop on Information credibility on the web
  • Year:
  • 2009

Quantified Score

Hi-index 0.00

Visualization

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.