A Framework for Brand Reputation Mining and Visualisation

Online brand reputation is of increasing significance to many organisations and institutes around the globe. As the usage of the www continues to increase it has become the most commonly used platform for users and customers of services and products to discuss their views and experiences. The nature of this www discussion can significantly influence the perception and hence the success of a brand. Brand Reputation Mining (BRM) is a process to help brand owners to know what is being said about their brand online. This paper proposes a BRM framework to provide support for enterprises wishing to conduct brand reputation management. The proposed framework can be generically applied to collect, process and display the reputation of different brands. A key feature is the visualisation facilities included to allow the display of the results of reputation mining activities. The framework is fully described and illustrated using a case study. The concepts expressed in this paper have been incorporated into the “LittleBirdy” brand reputation management product commercially available from Hit Search Ltd.