As a proposition model of the brand communication

摘要

The network information acquisition section acquires the network information which includes the plural elements which are extracted from brand knowledge of the object brand. Network information is formation possible with the text mining for the text data which includes brand knowledge. It decides the item decisive section, each of plural elements of network information, corresponds to the attribute of the object brand and some item of benefit. Benefit, is divided into functional benefit, emotion benefit and self expression benefit. The proposition model formation department processes with item decisive expedient the network information on the basis of decision, each of plural elements corresponds to either attribute and benefit, the brand proposition model which is displayed is formed.