Evaluating brand value on the web

Takuya Kobayashi, Hiroaki Ohshima, Satoshi Oyama, Katsumi Tanaka
2009 Proceedings of the 3rd workshop on Information credibility on the web - WICOW '09  
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 nonexisting brand name may be used to attract consumers. We call such names "glorified
more » ... 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.
doi:10.1145/1526993.1527008 dblp:conf/www/KobayashiOOT09 fatcat:7uqbb6qluvajhi5lj2u6qh5k6q