Brand semantic clustering: Understanding brand image by processing big data

Laura Kroeff, Gabriel Milanez, Bianca Dallegrave, Rebeca Sainati, João Gabriel Cauduro

This paper describes a Brand Audit for Ambev, the Brazilian brewing company, that covered its own premium brands and those of its main competitors, using a methodology analysing social media output.

Introduction

Some of the greatest challenges behind capturing a brand's image are related to the limitations surrounding the location, time and individuals in the research sample, as well as the level of honesty in their answers. If on the one hand, traditional qualitative methodologies, such as focus groups or in-depth interviews, are capable of circumventing the initial and most rational responses, on the other hand, they invariably stumble upon a lower number of participants. Likewise, the same quantitative tools are capable of cultivating a more expressive number of participants; still, they are limited to structured questionnaires featuring predominantly fixed questions...

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