JP2017045380A - Brand value analysis apparatus, brand value analyzing method, and program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide a brand value analysis apparatus, a brand value analyzing method and a program capable of presenting a guideline for branding activities of a user of a brand.SOLUTION: A brand value analysis apparatus 10 is an apparatus for analyzing a brand value. The brand value analysis apparatus 10 includes: a target value setting section 11 that sets a target value for each of two or more preset indices; a data acquisition section 12 that acquires a piece of data representing a result of branding activities using the brand; and a data analysis section 13 that analyzes the data by calculating the progress rate of the branding activities with respect to the target value based on the data acquired for each of the indices.SELECTED DRAWING: Figure 1

Description

  The present invention relates to a brand value analysis apparatus, a brand value analysis method, and a program for realizing these, for analyzing brand value.

  Brands are a property for companies, and their value is extremely important in conducting business activities. In recent years, brands have become important not only as corporate products and services, but also as labels for production areas. For example, when a plurality of producers who produce the same agricultural product in a certain area use a common production area display, the value of the production area display may be increased and branded. For this reason, conventionally, a system for objectively evaluating the brand value of a company or the like has been proposed (see Patent Documents 1 and 2).

  Specifically, Patent Document 1 discloses an apparatus for evaluating brand value based on accumulated information. The device disclosed in Patent Document 1 calculates significant evaluation values by selecting significant information from the accumulated financial information and survey information and applying the selected information to the estimation formula. To do. Financial information includes sales, operating profit, total assets, shareholders' equity, advertising expenses, balance sheets, profit and loss statements, cash flow statements, and the like. The survey information includes ranking information obtained by a survey by a survey organization.

  Patent Document 2 discloses a device that evaluates the value of a brand based on a result of a questionnaire regarding the image of the brand. The apparatus disclosed in Patent Literature 1 first obtains a ratio (positive evaluation rate) at which a positive evaluation is performed on a brand for each question of a questionnaire. Next, the apparatus obtains a correlation function between the rate at which the trader selects a product etc. in which the brand is used and the evaluation rate for each question, and sets the obtained correlation function and the evaluation rate for each question as a setting formula. Substituting into, the brand evaluation value is calculated.

  As described above, according to the devices disclosed in Patent Documents 1 and 2, the brand value is calculated based on a certain scale, so that a user of a brand such as a company knows the value of his brand. This can be used for future corporate activities. In addition, in addition to the person who actually uses a brand, the person who permits a third party to use the brand is included in the “brand user” in this specification.

JP 2004-258915 A JP 2007-087339 A

  However, although the evaluation values obtained by the devices disclosed in Patent Documents 1 and 2 show the value of the current brand, they do not show guidelines for future branding activities. For this reason, brand users such as companies need to separately consider future branding activities based on the evaluation value, which is a burden on brand users.

An object of the present invention is to provide a brand value analysis apparatus, a brand value analysis method, and a program that can solve the above-mentioned problems and can provide guidelines for branding activities for brand users.

In order to achieve the above object, a brand value analysis apparatus according to one aspect of the present invention is an apparatus for analyzing the value of a brand,
A target value setting unit that sets a target value for each of two or more preset indexes;
A data acquisition unit for acquiring data indicating a result of a branding activity using the brand;
A data analysis unit that analyzes the data by calculating a progress rate of the branding activity with respect to the target value based on the acquired data for each index.
It is characterized by having.

In order to achieve the above object, a brand value analysis method in one aspect of the present invention is a method for analyzing the value of a brand,
(A) setting a target value for each of two or more preset indexes;
(B) obtaining data indicating a result of a branding activity using the brand;
(C) analyzing the data by calculating a progress rate of the branding activity with respect to the target value based on the acquired data for each index; and
It is characterized by having.

Furthermore, in order to achieve the above object, a program according to one aspect of the present invention is a program for analyzing the value of a brand by a computer,
In the computer,
(A) setting a target value for each of two or more preset indexes;
(B) obtaining data indicating a result of a branding activity using the brand;
(C) analyzing the data by calculating a progress rate of the branding activity with respect to the target value based on the acquired data for each index; and
Is executed.

  As described above, according to the present invention, it is possible to provide guidelines for branding activities for brand users.

FIG. 1 is a block diagram showing a schematic configuration of a brand value analysis apparatus according to an embodiment of the present invention. FIG. 2 is a block diagram showing a specific configuration of the brand value analysis apparatus according to the embodiment of the present invention. FIG. 3 is a diagram illustrating an example of an analysis result presented by the brand value analysis apparatus according to the embodiment of the present invention. FIG. 4 is a flowchart showing the operation of the analysis apparatus 10 according to the embodiment of the present invention. FIG. 5 is a diagram illustrating an example of a calculation rule for the progress rate of “royalty”. FIG. 6 is a diagram illustrating an example of a calculation rule for the progress rate of “subjective evaluation”. FIG. 7 is a diagram illustrating an example of a rule for calculating the progress rate of “image”. FIG. 8 is a diagram illustrating an example of a calculation rule for the progress rate of “recognition”. FIG. 9 is a diagram illustrating an example of a calculation rule for the progress rate of “characteristic”. FIG. 10 is a diagram illustrating an example of a calculation rule for the progress rate of “objective evaluation”. FIG. 11 is a flowchart specifically showing the determination process (step A5) at the stage shown in FIG. FIG. 12 is a block diagram illustrating an example of a computer that implements the brand value analysis apparatus 10 according to the embodiment of the present invention.

(Embodiment)
Hereinafter, a brand value analysis device, a brand value analysis method, and a program according to an embodiment of the present invention will be described with reference to FIGS.

[Device configuration]
First, the configuration of the brand value analysis apparatus according to the present embodiment will be described with reference to FIGS. FIG. 1 is a block diagram showing a schematic configuration of a brand value analysis apparatus according to an embodiment of the present invention.

  A brand value analysis apparatus 10 according to the present embodiment shown in FIG. 1 is an apparatus for analyzing a brand value. As illustrated in FIG. 1, the brand value analysis apparatus 10 includes a target value setting unit 11, a data acquisition unit 12, and a data analysis unit 13.

  The target value setting unit 11 sets a target value for each of two or more preset indexes. The data acquisition unit 12 acquires data indicating the result of a branding activity using a brand (hereinafter referred to as “activity result data”). The data analysis unit 13 calculates the progress rate of the branding activity with respect to the target value based on the acquired activity result data for each index, and thereby analyzes the activity result data.

  Thus, the brand value analysis apparatus 10 can calculate the progress rate with respect to the target value in the current branding activity for each index, and can present an analysis result using the progress rate for each index. For this reason, the brand user can confirm the direction of future branding activities, for example, a field to be emphasized in the future, based on the analysis result. That is, according to the brand value analysis apparatus 10, the guideline of the branding activity in the brand user is shown.

  Next, the configuration of the brand value analysis apparatus according to the present embodiment will be described more specifically with reference to FIGS. 2 and 3 in addition to FIG. FIG. 2 is a block diagram showing a specific configuration of the brand value analysis apparatus according to the embodiment of the present invention. FIG. 3 is a diagram illustrating an example of an analysis result presented by the brand value analysis apparatus according to the embodiment of the present invention.

  As shown in FIG. 2, the brand value analysis apparatus 10 in the present embodiment is connected to the Internet 20. The brand value analysis apparatus 10 is also connected to a terminal device 30 of a brand user. In addition to the target value setting unit 11, the data acquisition unit 12, and the data analysis unit 13, the brand value analysis apparatus 10 also includes an analysis result presentation unit 14 that presents the results of analysis by the data analysis unit 13.

In the present embodiment, the data acquisition unit 11 acquires the above-described activity result data by collecting specific words from Web sites on the Internet 20. Examples of websites include blogs, miniblogs represented by Twitter (registered trademark), news sites, and the like.

  In addition, the words to be collected include the brand name, the word indicating the brand image, the word indicating the evaluation of the branding target, the word indicating the quality of the branding target, the word indicating the evaluation of the selling target of the branding, and the like. It is done. Examples of branding targets include products, services, sightseeing spots, and commercial facilities.

  Further, the data acquisition unit 11 can also acquire activity result data from other than the Internet 20. For example, the data acquisition unit 11 can also acquire data input from the terminal device 30 by a brand user or the like as activity result data. In this case, a brand user or the like can include data that does not exist on the Internet 20, for example, sales data for branding, in the activity result data.

  Further, the activity result data may be composed only of data acquired from the Internet 20 or may be composed only of data input from the terminal device 30. Furthermore, the activity result data may be composed of data acquired from the Internet 20 and data input from the terminal device 30.

  In this embodiment, the target value setting unit 12 receives a value that becomes a target value from a brand user via the terminal device 30 and receives it, and sets the received value as a target value. Further, in the present embodiment, each index for which the target value is set by the target value setting unit 12 is, for example, “royalty”, “subjective evaluation”, “image”, “recognition”, “characteristic”, And “objective evaluation”.

  Among these indicators, “loyalty” is an indicator that expresses the strength of the brand, in other words, the degree of commitment of the customer to the brand, and other indicators (subjective evaluation, image, recognition, characteristic, and objective evaluation). ) Comprehensively. The target value of royalty is set based on, for example, sales for branding, target values of other indicators, and the like.

  “Subjective evaluation” is an index representing subjective evaluation by a user, and varies depending on a branding target. For example, if the object of branding is food, the subjective evaluation will be expressed as positive words such as “super fresh” and “taste of stomach”, “bad color”, “synthetic seasoning” It can be expressed by a negative word such as The target value of the subjective evaluation is set by, for example, the appearance frequency of positive words or the appearance frequency of negative words on a website.

  The “image” is an index representing a difference between an image set by a brand user and an image held by a user with respect to a branding target. For example, if the branding target is food, and the brand user has set “Looks good” or “Good scent” as the image, the target value of the image is set as an image on the website It is set according to the appearance frequency of the word.

  The “recognition level” is an index indicating how much a brand is recognized regardless of positive / negative. The target value of the degree of recognition is set according to the size of the cover area, the distribution amount on the Internet to be branded, the number of customers.

“Characteristics” is an index representing a difference between a branding target feature set by a brand user and a branding target feature captured by a user. For example, if the branding target is food, and the brand user sets “delicious” or “cheap” as the feature, the target value of the feature is set as the feature of the branding on the website It is set according to the appearance frequency of the selected word.

  The “objective evaluation” is an index that represents an objective evaluation of the branding target by the user, for example, quality, creditworthiness of the seller, etc. For example, if the object of branding is food, objective evaluations can be expressed as positive words such as “high quality”, “reliable”, “safety”, “whether it is cheap or bad”, “ It can be expressed by a negative word such as “There are many additives”. The objective value of the objective evaluation is set by the appearance frequency of the positive word or the negative word on the website, for example, as in the case of the subjective evaluation.

  In the present embodiment, the set index is not limited to the six described above. Also, the number of indices is not limited, but considering the radar chart shown in FIG. 2 described later, the number of indices is preferably 6.

  In this embodiment, the data analysis unit 13 is set for each of the six indicators such as “royalty”, “subjective evaluation”, “image”, “recognition”, “characteristic”, and “objective evaluation”. The progress rate is calculated by applying the activity result data to the calculated rule. A specific example of calculating the progress rate will be described later with reference to FIGS.

  Further, the data analysis unit 13 determines in which of a plurality of preset stages the brand to be analyzed is based on the progress rate calculated for each index. Specifically, the data analysis unit 13, for example, “Step 1: Improvement of brand recognition”, “Step 2: Construction of differentiation points”, “Step 3: Improvement of customer satisfaction”, “Step 4: It is determined whether it is in “Acquisition of strong loyalty”.

  In this case, as illustrated in FIG. 2, the analysis result presenting unit 14 determines the progress rate for each index and the stage (phase) in which it is determined that the data analysis unit is located as a result of the analysis. Present on the screen. As shown in FIG. 2, the analysis result presentation unit 14 presents the progress rate for each index on the screen of the terminal device 30 using a radar chart with each index as an axis.

[Device operation]
Next, operation | movement of the brand value analysis apparatus 10 in embodiment of this invention is demonstrated using FIG. FIG. 4 is a flowchart showing the operation of the analysis apparatus 10 according to the embodiment of the present invention. In the following description, FIGS. In the present embodiment, the brand value analysis method is implemented by operating the brand value analysis apparatus 10. Therefore, the description of the brand value analysis method in the present embodiment is replaced with the following description of the operation of the brand value analysis apparatus 10.

  As shown in FIG. 4, first, the target value setting unit 11 receives an input of a value to be a target value from a brand user via the terminal device 30 (step A1). In Step A1, the target value setting unit 11 can also accept input of branding target sales data or the like as part of the activity result data.

  Next, the target value setting unit 11 sets a target value for each index using the value received in step A1 (step A2). The set indexes are “loyalty”, “subjective evaluation”, “image”, “recognition”, “characteristic”, and “objective evaluation”.

Next, the data collection unit 12 acquires activity result data by collecting specific words from a website on the Internet 20 (step A3). For example, the data collection unit 12 collects brand names and positive words as specific words.

  In addition, when the branding target is food, the positive words that are collected are positive words that indicate taste and ingredients (delicious), positive words that indicate price (cheap), and positive words that indicate appearance and aroma (delicious / good) Fragrance), positive word for package (beautiful), positive word for quality (high quality), positive word for seller (reliable), positive word for freshness (super fresh), positive word for warmth ( Mummy taste).

  In addition, the data collection unit 12 includes the number and ratio of blogs and miniblogs whose brand names are spoken, the number and ratio of blogs and miniblogs where each positive word is spoken independently, and each positive word and brand name. Calculate the number and ratio of blogs and miniblogs that are spoken of. Then, the data collection unit 12 sets the obtained calculation result as activity result data.

  Next, the data analysis unit 13 calculates the progress rate of the branding activity with respect to the target value for each index based on the activity result data acquired in Step A3 (Step A4). In addition, the calculation method of the progress rate of each parameter | index in step A5 is later mentioned using FIGS.

  Next, based on the progress rate calculated for each index in step A4, the data analysis unit 13 determines in which of a plurality of preset stages (phases) the brand to be analyzed is located. Determine (step A5).

  Next, the analysis result presentation unit 14 notifies the terminal device 30 of the progress rate for each index calculated in step A4 and the stage (phase) determined in step A5, and presents it on the screen (step). A6). Moreover, in step A6, the analysis result presentation unit 14 can simultaneously present a measure to be taken in the future, an instruction to strengthen the branding activity, and the like for each determined stage.

  Next, the data analysis unit 13 determines whether there is an index in which each progress rate calculated in step A4 is lower than that in the previous calculation among the indexes (step A7).

  As a result of the determination in step A7, when there is an index whose progress rate is decreasing, the data analysis unit 13 is displayed on the screen of the terminal device 30 via the analysis result presentation unit 14 (see FIG. 3). Then, an activity alert is presented (step A8). The activity alert is an alert indicating that the branding activity is not sufficient for the brand user.

  In addition, when step A8 is executed, if there is no indicator whose progress rate is reduced as a result of the determination at step A7, step A3 is executed again after the set period has elapsed.

  As a result, by checking the screen of the terminal device 30, the brand user can confirm in real time how much his / her own branding activity can proceed and at what stage.

[Progress rate calculation processing: Step A4]
Next, the calculation process (step A4) of the progress rate of each index shown in FIG. 4 will be described with reference to FIGS. FIG. 5 is a diagram illustrating an example of a calculation rule for the progress rate of “royalty”. FIG. 6 is a diagram illustrating an example of a calculation rule for the progress rate of “subjective evaluation”. FIG. 7 is a diagram illustrating an example of a rule for calculating the progress rate of “image”. FIG. 8 is a diagram illustrating an example of a calculation rule for the progress rate of “recognition”. FIG. 9 is a diagram illustrating an example of a calculation rule for the progress rate of “characteristic”. FIG. 10 is a diagram illustrating an example of a calculation rule for the progress rate of “objective evaluation”.

  5 to 10, the “evaluation axis” indicates the axis (index) of the radar chart shown in FIG. “Evaluation index” indicates an element used for calculating the progress rate. “Target value” indicates a target value for each evaluation index, and the target value of the index itself includes all of these. “Keyword” indicates the definition of the collected keyword.

  “Measurement” indicates whether keyword collection is manual (input from the terminal device 30) or automatic (the data acquisition unit 11 automatically collects from the Internet 20). “Calculated value” indicates an element used for calculating the progress rate, and “Weight” indicates a weight used for calculating the progress rate in%.

  Further, in the present embodiment, the progress rate is calculated for each evaluation index by calculating the achievement rate for each target value of the calculated values, further multiplying the calculated achievement rate by the corresponding weight, and totaling the multiplied values. It is calculated by doing. Note that “tweet” indicates Twitter.

  Therefore, as shown in FIG. 5, for example, with respect to “royalty”, the data analysis unit 13 determines the achievement rate of cumulative sales, the progress rate of recognition, the progress rate of characteristics, the progress rate of images, and the objective evaluation The progress rate and the progress rate of the subjective evaluation are multiplied by the corresponding weights, and the obtained multiplication values are totaled. The data analysis unit 13 sets the obtained total value as the progress rate of “royalty”.

  As shown in FIG. 6, for “subjective evaluation”, the data analysis unit 13 determines the proportion of miniblogs and blogs in which a brand name and a positive word representing freshness appear, the brand name, and warmth. The progress rate is calculated using the miniblog and the percentage of the blog in which the positive word to represent appears.

  In addition, as shown in FIG. 7, the data analysis unit 13 determines the brand name and the proportion of miniblogs and blogs in which positive words representing appearance / fragrance appear, the brand name, and the package for “image”. The progress rate is calculated using the miniblog and the percentage of the blog in which the positive word to represent appears.

  As shown in FIG. 8, the data analysis unit 13, for “recognition”, the number of miniblogs and blogs in which the brand name appears, the number of prefectures in which the brand name appears, The progress rate is calculated using the number of customers at the event where the brand is given. Note that the number of prefectures in which the brand name appears can be acquired from, for example, the location of the store handling the product.

  As shown in FIG. 9, the data analysis unit 13, as for “characteristics”, the ratio of miniblogs and blogs in which positive words representing brand names and taste / components appear, brand names and prices. The progress rate is calculated using the miniblog and the percentage of blogs in which a positive word representing the number appears.

  In addition, as shown in FIG. 10, for “objective evaluation”, the data analysis unit 13 determines the proportion of miniblogs and blogs in which a brand name and a positive word indicating quality appear, the brand name, and the sales source. The progress rate is calculated using the miniblog and the percentage of the blog in which the positive word to represent appears.

[Step determination process: Step A5]
Next, the determination process (step A5) at the stage shown in FIG. 4 will be described with reference to FIG. FIG. 11 is a flowchart specifically showing the determination process (step A5) at the stage shown in FIG.

  As shown in FIG. 11, first, the data analysis unit 13 determines whether or not the progress rate of the degree of recognition is 50% or more (step B1).

  As a result of the determination in Step B1, if the progress rate of recognition is not 50% or more, the data analysis unit 13 determines that the current stage of the brand is “Step 1: Improvement of brand recognition” (Step S1). B2).

  As a result of the determination in step B1, if the progress rate of recognition is 50% or more, the data analysis unit 13 determines whether both the progress rate of the characteristic and the progress rate of the image are 50% or more. (Step B3).

  As a result of the determination in Step B3, when both the progress rate of the characteristic and the progress rate of the image are not 50% or more, the data analysis unit 13 determines that the current stage of the brand is “Step 2: Build differentiation points”. (Step B4).

  As a result of the determination in step B3, when both the progress rate of the characteristic and the progress rate of the image are 50% or more, the data analysis unit 13 determines that the progress rate of the objective evaluation and the progress rate of the subjective evaluation are both 90%. It is determined whether or not this is the case (step B5).

  As a result of the determination in Step B5, when both the objective evaluation progress rate and the subjective evaluation progress rate are not 90% or more, the data analysis unit 13 determines that the current stage of the brand is “Step 3: Improvement of Customer Satisfaction”. ] (Step B6).

  As a result of the determination in Step B5, when both the objective evaluation progress rate and the subjective evaluation progress rate are 90% or more, the data analysis unit 13 determines that the current stage of the brand is “Step 4: Acquisition of Strong Royalty”. ] (Step B7).

  As described above, according to the present embodiment, the progress rate is calculated for the target brand with respect to the characteristics, the image, the objective evaluation, the subjective evaluation, the loyalty, and the recognition degree. It is graphed so that the relationship can be understood at a glance. Further, according to the present embodiment, the stage of the branding activity is also presented.

  That is, according to the present embodiment, the result of the branding activity can be understood at a glance, and the future activity is clearly indicated, so that the brand user can obtain a guideline for the branding activity.

[program]
The program in the embodiment of the present invention may be a program that causes a computer to execute steps A1 to A8 shown in FIG. 4 and steps B1 to B7 shown in FIG. By installing and executing this program on a computer, the brand value analysis apparatus 10 and the brand value analysis method in the present embodiment can be realized. In this case, a CPU (Central Processing Unit) of the computer functions as a target value setting unit 11, a data acquisition unit 12, a data analysis unit 13, and an analysis result presentation unit 14 to perform processing.

[Physical configuration]
Here, a computer that implements the brand value analysis apparatus 10 by executing the program according to the present embodiment will be described with reference to FIG. FIG. 12 is a block diagram illustrating an example of a computer that implements the brand value analysis apparatus 10 according to the embodiment of the present invention.

  As shown in FIG. 12, the computer 110 includes a CPU 111, a main memory 112, a storage device 113, an input interface 114, a display controller 115, a data reader / writer 116, and a communication interface 117. These units are connected to each other via a bus 121 so that data communication is possible.

  The CPU 111 performs various calculations by developing the program (code) in the present embodiment stored in the storage device 113 in the main memory 112 and executing them in a predetermined order. The main memory 112 is typically a volatile storage device such as a DRAM (Dynamic Random Access Memory). Further, the program in the present embodiment is provided in a state of being stored in a computer-readable recording medium 120. Note that the program in the present embodiment may be distributed on the Internet connected via the communication interface 117.

  Specific examples of the storage device 113 include a hard disk drive and a semiconductor storage device such as a flash memory. The input interface 114 mediates data transmission between the CPU 111 and an input device 118 such as a keyboard and a mouse. The display controller 115 is connected to the display device 119 and controls display on the display device 119.

  The data reader / writer 116 mediates data transmission between the CPU 111 and the recording medium 120, and reads a program from the recording medium 120 and writes a processing result in the computer 110 to the recording medium 120. The communication interface 117 mediates data transmission between the CPU 111 and another computer.

  Specific examples of the recording medium 120 include general-purpose semiconductor storage devices such as CF (Compact Flash (registered trademark)) and SD (Secure Digital), magnetic storage media such as a flexible disk, or CD- An optical storage medium such as ROM (Compact Disk Read Only Memory) can be used.

  As described above, according to the present invention, it is possible to provide guidelines for branding activities for brand users. The present invention is useful in all fields where brand activities are conducted.

DESCRIPTION OF SYMBOLS 10 Brand value analyzer 11 Target value setting part 12 Data acquisition part 13 Data analysis part 13
14 Analysis Result Presentation Unit 20 Internet 30 Terminal Device 110 Computer 111 CPU
112 Main Memory 113 Storage Device 114 Input Interface 115 Display Controller 116 Data Reader / Writer 117 Communication Interface 118 Input Device 119 Display Device 120 Recording Medium 121 Bus

In this case, as illustrated in FIG. 2, the analysis result presenting unit 14 determines the progress rate for each index and the stage (phase) in which it is determined that the data analysis unit is located as a result of the analysis. Present on the screen. As shown in FIG. 3 , the analysis result presentation unit 14 presents the progress rate for each index on the screen of the terminal device 30 using a radar chart with each index as an axis.

Next, the data acquisition unit 12 acquires activity result data by collecting specific words from a website on the Internet 20 (step A3). For example, the data acquisition unit 12 collects brand names and positive words as specific words.

The data acquisition unit 12 also includes the number and ratio of blogs and miniblogs whose brand names are spoken, the number and ratio of blogs and miniblogs where each positive word is spoken independently, and each positive word and brand name. Calculate the number and ratio of blogs and miniblogs that are spoken of. Then, the data acquisition unit 12 sets the obtained calculation result as activity result data.

Claims (15)

A device for analyzing the value of a brand,
A target value setting unit that sets a target value for each of two or more preset indexes;
A data acquisition unit for acquiring data indicating a result of a branding activity using the brand;
A data analysis unit that analyzes the data by calculating a progress rate of the branding activity with respect to the target value based on the acquired data for each index.
Brand value analysis device characterized by comprising The data acquisition unit acquires the data by collecting specific words from a website;
The brand value analysis apparatus according to claim 1. The target value setting unit uses royalty, subjective evaluation, image, recognition, characteristic, and objective evaluation, respectively, as the index, and sets a target value for each.
The brand value analysis apparatus according to claim 1 or 2. Presenting the analysis result by the data analysis unit, further comprising an analysis result presentation unit,
The data analysis unit determines whether the brand is located in a plurality of preset stages based on the progress rate calculated for each index,
The analysis result presentation unit presents the progress rate for each index and the stage determined to be positioned as a result of the analysis.
The brand value analysis apparatus of Claims 1-3. The analysis result presenting unit presents the progress rate for each index using a radar chart with each index as an axis,
The brand value analysis apparatus according to claim 4. A method for analyzing the value of a brand,
(A) setting a target value for each of two or more preset indexes;
(B) obtaining data indicating a result of a branding activity using the brand;
(C) analyzing the data by calculating a progress rate of the branding activity with respect to the target value based on the acquired data for each index; and
A brand value analysis method characterized by comprising: In the step (b), the data is acquired by collecting specific words from the website.
The brand value analysis method according to claim 6. In the step (b), as the index, loyalty, subjective evaluation, image, recognition, characteristic, and objective evaluation are used, and a target value is set for each.
The brand value analysis method according to claim 6 or 7. (D) further comprising a step of presenting a result of the analysis in the step (c),
In the step (c), based on the progress rate calculated for each index, it is determined which of the plurality of preset stages the brand is located,
In the step (d), as the result of the analysis, the progress rate for each index and the stage determined to be located are presented.
The brand value analysis method according to claim 6. In the step (d), the progress rate for each index is presented using a radar chart with each index as an axis.
The brand value analysis method according to claim 9. A program for analyzing the value of a brand by a computer,
In the computer,
(A) setting a target value for each of two or more preset indexes;
(B) obtaining data indicating a result of a branding activity using the brand;
(C) analyzing the data by calculating a progress rate of the branding activity with respect to the target value based on the acquired data for each index; and
A program that executes In the step (b), the data is acquired by collecting specific words from the website.
The program according to claim 11. In the step (b), as the index, loyalty, subjective evaluation, image, recognition, characteristic, and objective evaluation are used, and a target value is set for each.
The program according to claim 11 or 12. In addition to the computer,
(D) presenting the result of the analysis in the step (c), causing the step to be executed,
In the step (c), based on the progress rate calculated for each index, it is determined which of the plurality of preset stages the brand is located,
In the step (d), as the result of the analysis, the progress rate for each index and the stage determined to be located are presented.
The program according to claim 11-13. In the step (d), the progress rate for each index is presented using a radar chart with each index as an axis.
The program according to claim 14.

Images