# A new system for evaluating brand importance: A use case from the fashion industry

arXiv: https://arxiv.org/abs/2106.14657 · HTML: https://mlsanity.com/paper/2106.14657/

## Key facts

- Cited by 1 papers in the map (data through 14 Oct 2026).
- Builds on 6 of its 14 references that are in the map.
- First posted on arXiv 24 Jun 2021.

## Builds on (most cited first, 6 of 6)

- [A network approach to topic models](https://mlsanity.com/paper/1708.01677/) (2017)
- [Distinctiveness Centrality in Social Networks](https://mlsanity.com/paper/1912.03391/) (2019)
- [The Semantic Brand Score](https://mlsanity.com/paper/2105.05781/) (2021)
- [Forecasting election results by studying brand importance in online news](https://mlsanity.com/paper/2105.05762/) (2021)
- [A high-reproducibility and high-accuracy method for automated topic classification](https://mlsanity.com/paper/1402.0422/) (2014)
- [Studying the association of online brand importance with museum visitors: An application of the semantic brand score](https://mlsanity.com/paper/2105.07749/) (2021)

## Built on by (most cited first, 1 of 1)

- [Evaluating and improving social awareness of energy communities through semantic network analysis of online news](https://mlsanity.com/paper/2208.01892/) (2022)

## Abstract (arXiv)

Today brand managers and marketing specialists can leverage huge amount of data to reveal patterns and trends in consumer perceptions, monitoring positive or negative associations of brands with respect to desired topics. In this study, we apply the Semantic Brand Score (SBS) indicator to assess brand importance in the fashion industry. To this purpose, we measure and visualize text data using the SBS Business Intelligence App (SBS BI), which relies on methods and tools of text mining and social network analysis. We collected and analyzed about 206,000 tweets that mentioned the fashion brands Fendi, Gucci and Prada, during the period from March 5 to March 12, 2021. From the analysis of the three SBS dimensions - prevalence, diversity and connectivity - we found that Gucci dominated the discourse, with high values of SBS. We use this case study as an example to present a new system for evaluating brand importance and image, through the analysis of (big) textual data.