빅데이터를 통한 브랜드 평가 맵 제안

Proposal of Brand Evaluation Map through Big Data : Focus on The Hyundai Motor’s Product Evaluation

Through text mining, sentiment analysis, and semiotics analysis, this study aims to reinterpret the meaning of user emotional words and related words to derive strategic elements of brand and design. After selecting a local car manufacturer whose user opinion on the brand is a clear topic, web-crawl the car comments of the manufacturer directly created by the users online. Then, analyze the extracted morphology and its associated words and convert them to fit the marketing mix theory. Through this process, propose a methodology that allows consumers to supplement and improve brand elements with negative sensibilities, and to inherit elements with positive sensibilities and manage brands reasonably. In particular, the Map presented in this study are considered to be fully utilized as information for overall brand management.