(IBI) Internet Brand Image

Using the ‘desk study’, we realize a series of analyses of company, brand, products or product series image in Internet.

Such a study focuses on collecting and proper storing and examination of comments posted on Internet community channels – on for a, blogs, comments to articles, opinions posted in Internet shops etc.

All comments from the given time period for the given brand or several competing brands are collected. The collected data refers to all comments indexed by search engines and most comments not indexed by search engines (posted e.g. in closed community groups).

Each comment is attributed to specific categories and values it carries; utilitarian values, the emotional strength of the message are also evaluated together with the overall impression (positive, negative). Catalogued data also contain information on the location where the given comment was posted and the profile of a person who posted the comment.

This type of a study, apart from a primary goal of measuring and controlling a brand image in Internet, plays also a series of additional functions. A Customer is sent real-time alerts related with negative opinions, allowing them to react rapidly and improve customer relations, while collected and catalogued comments allow to rapidly identify any unfair competition activities.

IWM study may cover from a few to several dozen basic elements, evaluated independently. The most commonly evaluated image elements include:

• Evaluation of any values related with the given brand (e.g. safe, reliable, ethical etc.)
• Evaluation of product functionality (individual utilitarian features of the given product)
• Brand position (product quality, price, comparison with competition)
• Evaluation of availability (availability, delivery time, position in search engines when using specific key words)
• Evaluation of sale service (contact with potential customers: via telephone, e-mail, Internet communicators; time required to obtain answers to questions; competences of sales’ staff etc.)
• Evaluation of post-sale service (claims, complaints, service, ways of handling and solving problems, communication with customers)
• Evaluation of promotions and advertising

In order to provide generalized grades for each element, we take into consideration the number of comments for the given brand, emotional strength of the comment and overall impression (positive, negative).

During the study, we also collect other information, not affecting the grading, though providing answers to the following questions:

What encouraged (made) a customer purchase the given brand?

What discouraged (prevented) a customer from purchasing the given brand?

What should be changed in the product (proposals of improving products as received from their users)?

Each comment related with the brand or a product is catalogued in a worksheet, which is then delivered to the Customer together with the final report. Among the others, the following data is collected and sorted: poland polish

• Date of comment
• Link to comment
• Name of portal / website where the comment was posted
• Category and subcategory of source website
• Number of website users
• Profile of the user who posted the comment (nick / name & surname, sex, age, location, education – depending on what data is available)
• Topic (title of discussion)
• Comment category
• Commented product / brand
• Comment itself
• Comment grading (strength, impression)

Such studies can be carried out one time only as well as regularly.