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2021 | OriginalPaper | Chapter

8. Performance der eigenen Marke messen

Authors : Melpomeni Alexa, Melanie Siegel

Published in: Tools für Social Listening und Sentiment-Analyse

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Wir stellen in diesem Kapitel vor, wie Social Listening Tools genutzt werden können, um die Performance der eigenen Marke zu monitoren. Wir untersuchen anhand des Fallbeispiels, wie Social Listening zur Messung der Brand Performance einer Sportartikelhersteller-Marke während einer Krise beitragen kann. Grundlage der Analyse sind Online-Daten für einen bestimmten Zeitraum während der Corona-Pandemie in Deutschland. Untersucht wird, in wie weit eine bessere, gleichbleibende oder schlechtere Brand Performance im Vergleich zu einer Konkurrenz-Marke festzustellen ist.

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Metadata
Title
Performance der eigenen Marke messen
Authors
Melpomeni Alexa
Melanie Siegel
Copyright Year
2021
Book
Tools für Social Listening und Sentiment-Analyse

Print ISBN: 978-3-658-33467-3

Electronic ISBN: 978-3-658-33468-0

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-3-658-33468-0_8

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