Brand Intelligence Analytics

30 Jan 2020A. Fronzetti ColladonF. Grippa

Leveraging the power of big data represents an opportunity for brand managers to reveal patterns and trends in consumer perceptions, while monitoring positive or negative associations of the brand with desired topics. This paper describes the functionalities of the SBS Brand Intelligence App (SBS BI), which has been designed to assess brand importance and provide brand analytics through the analysis of (big) textual data... (read more)

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