BRAND REPUTATION CASE (CAR BRAND)

Objective: Define the adjustments to communication strategy based on the Brand reputation analysis in WEB

Methodology

Media Analysis of comments, posts, articles, reactions in social media, forums and online-services

Training the neural network to distinguish tone of mentions (negative and positive)

Research of the reputation profile and the key factors (e.g. performance, price, etc.)

Output 1:

Brand X is inferior to a competitor in terms of positive mentions in the network.

Brand x has 2% fewer positive reviews than a competitor.

Number and tone of mentions

Output 2:

The number of negative mentions has increased during communication campaigns

Negative and positive mentions of brand X

Output 3: the competitor has more positive feedback than brand X in the main topics of discussion, despite the communication campaigns

Output 4: the reputation profile index decreased by 18 p.p. during the year

Next Steps & Results:

Client changed his communication strategy based on research. Focusing on Facebook and Youtube led to decrease of negativity level and growth of brand reputation index by 15 p.p.
Enhanced work with online-discussions: focused on opinion leader, decreased response time of service questions. Due to such changes negativity level decreased and brand reputation index increased by 10 p.p.
Upgraded car service support

You can check our brand reputation analysis package proposal beforehand.