Strategic intelligence model in supporting brand equity assessment

Abstract

This paper investigates how information can be valuable resource for enterprise to face uncertainty of it's environmental change, especially to determine the branding strategies. Strategic intelligence model is a model that is expected to support management in establishing a brand positioning strategy effectively. It is effective in achieving strategic objectives based on existing condition of the brand equity. This paper analyzes facebook comments to build strategic intelligence model of telecommunication provider brands, comments are analyzed by performing a number of word processing, find out the topic of the comment whether it matches the brand image criteria, i.e. price, ability to serve, characteristic and feature. This paper employs Naïve Bayes classifiers and DBSCAN clustering to help classify the facebook comments based brand equity criteria, and achieved F-Measure of 0.7684%.