Measuring Brand Equity with Public and Social Media Data

This document is a scientific review that outlines a new approach to assess brand value through public and social media data. It discusses the importance of social listening activities in understanding consumer perceptions and the impact of these perceptions on brand equity. The document details various components of brand equity, including traditional survey-based methods and modern public and social listening approaches. It emphasizes the need for businesses to monitor digital communications and brand mentions across various platforms to gauge brand strength. The review also highlights the role of advanced technologies such as natural language processing and machine learning in analyzing large datasets to identify consumer trends and sentiments. Furthermore, it presents a case study on real-time brand equity assessment for a global automotive client, illustrating the practical application of these methodologies. The document concludes by stressing the necessity for brands to adapt to changing consumer preferences and market trends to enhance their market potential and profitability.