WO2012120333A1 - Système et procédé permettant un calcul de valeur de marque - Google Patents

Système et procédé permettant un calcul de valeur de marque Download PDF

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Publication number
WO2012120333A1
WO2012120333A1 PCT/IB2011/050967 IB2011050967W WO2012120333A1 WO 2012120333 A1 WO2012120333 A1 WO 2012120333A1 IB 2011050967 W IB2011050967 W IB 2011050967W WO 2012120333 A1 WO2012120333 A1 WO 2012120333A1
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WO
WIPO (PCT)
Prior art keywords
data
brand
value
collection
engine
Prior art date
Application number
PCT/IB2011/050967
Other languages
English (en)
Inventor
M. Tolga AKCURA
Murat LOSTAR
Original Assignee
Ozyegin Universitesi
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Ozyegin Universitesi filed Critical Ozyegin Universitesi
Priority to PCT/IB2011/050967 priority Critical patent/WO2012120333A1/fr
Publication of WO2012120333A1 publication Critical patent/WO2012120333A1/fr

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • This invention relates to a system and a method for calculating brand values of the entities (e.g., companies, products).
  • the European patent document numbered EP1818839 discloses discerning public opinions regarding specified subjects of interest, such as by computer-based analysis of the content of documents available over a network, such as the Internet.
  • the International patent document numbered WO2005059772 discloses system and method for the aggregation and monitoring of multimedia data that are stored in a decentralized manner.
  • the object of the invention is to provide a system and a method for calculating brand values via the Internet. Further object of the invention is to provide an affordable system for calculating brand values.
  • the invention can be used to track weak signals (i.e., generate competitive intelligence), competitive responses, customer reactions, to design new products, and to calculate return on investment of marketing expenditure.
  • Figure 1 - is the schematic view of the preferred embodiment system.
  • a system (1) for brand value calculation comprises;
  • At least one collection and calculation unit (4) which collects raw data about the focal entities from the Internet (2) and stores them to the database (3), assigns certain weight and impact factor for each collected data, calculates the value of a brand with respect to the competitors via certain weights and impact factors and produces a report according to the calculated brand value ( Figure 1).
  • Raw data from the Internet (2) are collected by collection and calculation unit (4) and stored in the database (3).
  • the system (1) enables capturing the awareness and interest among the consumers. Given the level of interest in the population, collection and calculation unit (4) captures positive, negative, mixed and neutral level of statements by using a detailed analysis of obtained data from digital content (e.g., various news, blogging, social networking and chat sites). By assigning a certain weight and impact factor for each collected data, collection and calculation unit (4) calculates value of a brand with respect to the competitors.
  • the system (1) relies on cloud computing and shared multi-level analysis done by individuals hired based on a specifically created incentive structure and business model.
  • Collection and calculation unit (4) uses individuals' and institutions' collective cognitive predispositions as captured by the digital evidences to create a brand value index.
  • collection and calculation unit (4) comprises at least one data collection engine (41) which collects raw data from the digital content (e.g., various news, blogging, social networking and chat sites), at least one desire collection and gathering engine (42) which collects and gathers desires of the data collected by data collection engine (41), at least one value calculation engine (43) which assigns certain weight and impact factor for each collected data and calculates the value of a brand and at least one detailed analysis and reporting engine (44) which analyses the value of a brand with respect to the competitors and produces reports according to that brand value.
  • data collection engine (41) which collects raw data from the digital content (e.g., various news, blogging, social networking and chat sites)
  • at least one desire collection and gathering engine (42) which collects and gathers desires of the data collected by data collection engine (41)
  • at least one value calculation engine (43) which assigns certain weight and impact factor for each collected data and calculates the value of a brand
  • at least one detailed analysis and reporting engine (44) which analyses the value of a brand with respect to the competitors and produces reports according
  • data collection engine (41) comprises rules, entries, data sources, data types, membership and links elements.
  • Rules is the first element of data collection engine (41) that checks the input and assigns it whether it fulfills a set of criteria specified by the data collection engine (41). If the input/search criteria are met, the data is imported into the database (3). Each imported data according to fulfilling a rule is called an entry. The origin of the collected raw data is specified with this data sources element.
  • Data Types element is the type of the data (e.g., blog, email, comment, tweet, etc).
  • the membership element is associated with data sources (i.e., subscription based or API based).
  • Associated links element within the entries element defines the inbound or outbound URL links.
  • desire collection and gathering engine (42) comprises desire level, entry desire, and evaluator elements.
  • Desire level element specifies the types of the desires (i.e., +, -, 0, etc).
  • Entry desire element specifies the entries' desire level per data attribute (i.e., company, market, brand, etc).
  • the data attributes can be a member of the generic items structure as companies, markets, brands, users and roles.
  • the generic items also include roles and users for defining access privileges to the database (3).
  • Evaluator is the origin of the evaluation (i.e., person based - which person, or semantic rule based - which rule).
  • value calculation engine (43) comprises value group element which defines the value based on the specific market/ brand level attributes.
  • detailed analysis and reporting engine (44) comprises report sets, forecast formulas and weak signals elements.
  • Report Sets element is customizable based on the generic items structure, produces reports with certain periodicity and content.
  • Trend fitting and scenario analysis are specified in forecast formulas element.
  • Weak signals element specifies rules that define weak signals.
  • a method for brand value calculation comprises the steps of;
  • collection and calculation unit (4) collects raw data about entities whose brand value will be calculated. After collecting raw data, collection and calculation unit (4) creates a specific relational database (3) about the focal entities.
  • the relational database (3) enables storage of all raw and calculated data including the awareness and interest among the consumers.
  • collection and calculation unit (4) and desire checker (Ul) working with collection and calculation unit (4) captures positive, negative, mixed and neutral level of statements by using a detailed analysis of obtained data from the digital content (e.g., various news, blogging, social networking and chat sites). Thereafter, collection and calculation unit (4) assigns a certain weight and an impact factor for each collected data. And finally, collection and calculation unit (4) and analyst (U2) working with collection and calculation unit (4) calculate the value of a brand with respect to the competitors and produce a report according to the calculated brand value.
  • the proposed invention provides an affordable alternative especially to medium sized and local companies and is optimized for use by top marketing and PR (Public Relations) executives as well as tactical and operational managers.
  • This invention targets to capture the customer interactions, digital word of mouth and various new sources and to provide and create new metrics for measuring, managing brand value and strategy development.
  • the solution is not only focus on crawling sites but also personal contents.
  • the described invention and product shows significant differences from the competing alternatives. The most important difference is that the product is structured from scratch based on the specific technologies offered on the Internet (2) with a focus on marketing. Accordingly the product architecture allows for capturing the deeper levels of cognitive process and customer psychology with real time necessary for immediate strategy formulation.
  • the invention can be used to track weak signals (i.e., generate competitive intelligence), competitive responses, customer reactions, to design new products, and to calculate return on investment of marketing expenditure.
  • weak signals i.e., generate competitive intelligence
  • competitive responses i.e., customer reactions
  • customer reactions i.e., customer reactions
  • customer reactions i.e., customer reactions
  • customer reactions i.e., customer reactions
  • customer reactions i.e., customer reactions
  • customer reactions i.e., customer reactions, to design new products, and to calculate return on investment of marketing expenditure.
  • a System (1) And a Method for Brand Value Calculation The invention cannot be limited to the examples described herein; it is essentially according to the claims.

Landscapes

  • Business, Economics & Management (AREA)
  • Engineering & Computer Science (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • Strategic Management (AREA)
  • Finance (AREA)
  • Game Theory and Decision Science (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Economics (AREA)
  • Marketing (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Theoretical Computer Science (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)

Abstract

La présente invention concerne un système (1) et un procédé permettant de calculer les valeurs de marque des entités. Le système (1) comprend : Internet (2) à partir duquel les données brutes concernant les entités focales sont collectées, au moins une base de données relationnelle (3) dans laquelle les données sont stockées, au moins une unité de collecte et de calcul (4) qui collecte les données brutes concernant les entités à partir d'Internet (2) et les stocke dans la base de données (3), affecte un certain poids et un certain facteur d'impact pour chaque donnée collectée, calcule la valeur d'une marque par rapport à ses concurrents par l'intermédiaire de certains poids et facteurs d'impact, et produit un rapport selon la valeur de marque calculée.
PCT/IB2011/050967 2011-03-08 2011-03-08 Système et procédé permettant un calcul de valeur de marque WO2012120333A1 (fr)

Priority Applications (1)

Application Number Priority Date Filing Date Title
PCT/IB2011/050967 WO2012120333A1 (fr) 2011-03-08 2011-03-08 Système et procédé permettant un calcul de valeur de marque

Applications Claiming Priority (1)

Application Number Priority Date Filing Date Title
PCT/IB2011/050967 WO2012120333A1 (fr) 2011-03-08 2011-03-08 Système et procédé permettant un calcul de valeur de marque

Publications (1)

Publication Number Publication Date
WO2012120333A1 true WO2012120333A1 (fr) 2012-09-13

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PCT/IB2011/050967 WO2012120333A1 (fr) 2011-03-08 2011-03-08 Système et procédé permettant un calcul de valeur de marque

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Country Link
WO (1) WO2012120333A1 (fr)

Cited By (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US20230214860A1 (en) * 2021-12-30 2023-07-06 Ozyegin Universitesi Model of Brand Health
CN117455521A (zh) * 2023-11-16 2024-01-26 深圳市秦丝科技有限公司 一种连锁加盟品牌鉴价系统及方法
CN117973903A (zh) * 2024-03-29 2024-05-03 河北省农林科学院谷子研究所 一种品牌价值在线智能评估管理方法及系统

Citations (2)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO2005059772A1 (fr) 2003-12-09 2005-06-30 Swiss Reinsurance Company Systeme et procede d'agregation et de controle de donnees multimedia enregistrees de façon decentralisee
EP1818839A1 (fr) 2006-02-14 2007-08-15 Accenture Global Services GmbH Système et procédé d'analyse d'informations en ligne

Patent Citations (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO2005059772A1 (fr) 2003-12-09 2005-06-30 Swiss Reinsurance Company Systeme et procede d'agregation et de controle de donnees multimedia enregistrees de façon decentralisee
US20070288447A1 (en) * 2003-12-09 2007-12-13 Swiss Reinsurance Comany System and Method for the Aggregation and Monitoring of Multimedia Data That are Stored in a Decentralized Manner
EP1818839A1 (fr) 2006-02-14 2007-08-15 Accenture Global Services GmbH Système et procédé d'analyse d'informations en ligne

Non-Patent Citations (2)

* Cited by examiner, † Cited by third party
Title
JEONGHEE YI ET AL: "Sentiment Mining in WebFountain", DATA ENGINEERING, 2005. ICDE 2005. PROCEEDINGS. 21ST INTERNATIONAL CON FERENCE ON TOKYO, JAPAN 05-08 APRIL 2005, PISCATAWAY, NJ, USA,IEEE, 5 April 2005 (2005-04-05), pages 1073 - 1083, XP010788253, ISBN: 978-0-7695-2285-2, DOI: 10.1109/ICDE.2005.132 *
MORINAGA S ET AL: "Mining Product Reputations on the Web", PROCEEDINGS OF THE 8TH. ACM SIGKDD INTERNATIONAL CONFERENCE ON KNOWLEDGE DISCOVERY AND DATA MINING. KDD-2002. EDMONTON, ALBERTA, CANADA, JULY 23 - 26, 2002; [INTERNATIONAL CONFERENCE ON KNOWLEDGE DISCOVERY AND DATA MINING], NEW YORK, NY : ACM, US, vol. CONF. 8, 23 July 2002 (2002-07-23), pages 341 - 349, XP002324572, ISBN: 978-1-58113-567-1 *

Cited By (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US20230214860A1 (en) * 2021-12-30 2023-07-06 Ozyegin Universitesi Model of Brand Health
CN117455521A (zh) * 2023-11-16 2024-01-26 深圳市秦丝科技有限公司 一种连锁加盟品牌鉴价系统及方法
CN117973903A (zh) * 2024-03-29 2024-05-03 河北省农林科学院谷子研究所 一种品牌价值在线智能评估管理方法及系统

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