The Transformation of Global Brands: An Abstract

Abstract

Currently, using the technique of data analysis to assist brand management is very popular. In the rich digital data market, there is a great deal of general literature on exploring customers’ responses. However, specific guidance on what kind of global brands could survive in the high competitions is lacking. While the management of global brands has been extensively investigated, the transformation of global best brands is relatively unexplored. This paper introduces the possibility of text analytics to provide a framework for the profile and change of the successful global brands, by using Interbrand’s Best Global Brands ranking report as a reference source (Interbrand 2017)