Understanding Brand Consistency from Web Content

Roy, Soumyadeep; Ganguly, Niloy; Sural, Shamik; Chhaya, Niyati; Natarajan, Anandhavelu

doi:10.1145/3292522.3326048

Cited by 5 publications

(2 citation statements)

References 19 publications

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“…Here, we further highlight the need and current relevance of quantifying brand consistency. We 4 The classification approach, development of high fidelity data points and the formulation of brand consistency have been covered in a prior work [33]. The current work extends that work in the following manner -(i) We add a detailed characterization study for inter-company relationships and also study the contributing factors affecting the companywise brand consistency score.…”

Section: Prior Researchmentioning

confidence: 97%

An Integrated Approach for Improving Brand Consistency of Web Content: Modeling, Analysis and Recommendation

Roy,

Sural,

Chhaya

et al. 2020

Preprint

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A consumer-dependent (business-to-consumer) organization tends to present itself as possessing a set of human qualities, which is termed as the brand personality of the company. The perception is impressed upon the consumer through the content, be it in the form of advertisement, blogs or magazines, produced by the organization. A consistent brand will generate trust and retain customers over time as they develop an affinity towards regularity and common patterns. However, maintaining a consistent messaging tone for a brand has become more challenging with the virtual explosion in the amount of content which needs to be authored and pushed to the Internet to maintain an edge in the era of digital marketing. To understand the depth of the problem, we collect around 300 web page content from around 650 companies. We develop traitspecific classification models by considering the linguistic features of the content. The classifier automatically identifies the web articles which are not consistent with the mission and vision of a company and further helps us to discover the conditions under which the consistency cannot be maintained. To address the brand inconsistency issue, we then develop a sentence ranking system that outputs the top three sentences that need to be changed for making a web article more consistent with the company's brand personality.

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Section: Prior Researchmentioning

confidence: 97%

An Integrated Approach for Improving Brand Consistency of Web Content: Modeling, Analysis and Recommendation

Roy,

Sural,

Chhaya

et al. 2020

Preprint

Self Cite

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show abstract

“…This can create challenges for those who want to remain authentic (Shepherd, 2005), and may impact on a user's wellbeing (Turnley and Klotz, 2013). Among these challenges, image consistency is becoming a critical concern (Roy et al ., 2019; Lee et al ., 2017). It is recommended that personal branding messages be clear and consistent (Labrecque et al ., 2011).…”

Section: Personal Branding On Social Mediamentioning

confidence: 99%

I do not want to be perfect: investigating generation Z students' personal brands on social media for job seeking

Trang¹,

McKenna

Cai

et al. 2023

ITP

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PurposeThis research aims to explore generation (Gen) Z's personal branding on social media when job seeking.Design/methodology/approachGen Z students, in their final year of university, were interviewed about personal branding, as well as recruiters and career advisors to gain insights into the recruitment process and expectations of online personal brands. Before interviewing, Gen Z students' LinkedIn profiles were examined, and then fed into the interview process.FindingsUsing impression management theory, the findings show that Gen Z perceive online personal brands as a crucial tool to gain more advantage in job markets. A gap was found between desired and perceived selves in Gen Z's online personal brands. Strategies such as effective self-reflection, authentic communication, self-promotion processes, awareness of risks and constantly controlling digital footprints were suggested to build stronger and more coherent personal brands. Gen Z are in favour of a more dynamic, interactive, work-in-process of authentic personal brands.Originality/valueThis research demonstrates the importance of authentically building online personal branding strategies and tactics to bridge the divide between Gen Z's desired and perceived images in personal branding on social media when job seeking.

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Phraséologie et noms de marque

Cifuentes,

Grezka,

Flores

2024

IVITRA Research in Linguistics and Literature

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Dans les médias, dans la rue, sur le net… Les marques sont omniprésentes et font partie de notre quotidien. Elles quittent le milieu marchand pour intégrer l’espace social et, à terme, elles s’insèrent dans notre lexique courant. L'objectif de notre étude est de bâtir une base de données franco-espagnole d’unités phraséologiques avec des noms de marque afin d’analyser et de comparer les référents culturels dans les deux langues, à la recherche d'équivalents. Nous montrerons les implications linguistiques et culturelles de ces unités phraséologiques marginales ainsi que la méthodologie utilisée pour extraire de manière semi-automatique ces expressions grâce aux technologies de traitement automatique du langage. Cette étude s’inscrit dans Phrasmark, un projet pluridisciplinaire alliant phraséologie et noms de marque.

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Understanding Brand Consistency from Web Content

Cited by 5 publications

References 19 publications

An Integrated Approach for Improving Brand Consistency of Web Content: Modeling, Analysis and Recommendation

An Integrated Approach for Improving Brand Consistency of Web Content: Modeling, Analysis and Recommendation

I do not want to be perfect: investigating generation Z students' personal brands on social media for job seeking

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