Discovering the Significance of Sports Footwear Brands through Text Analysis

Abstract

Objective - This paper focuses on analyzing the significance of sports footwear brands by processing large text data from the Internet. In a modern environment, the brand distinguishes a company's products or services from those of its competitors. A strong brand can help build trust with customers as they perceive the brand as reliable and trustworthy. Methodology/Technique - The study uses NLP (Natural Language Processing) methods to analyze rich text content on the Internet. The research focus is based on the application of innovative methods to determine the importance and value of a brand using NLP techniques by analyzing the content of a large corpus of text originating from websites dealing with sports footwear brands. The NLP analysis models were programmed using the low-code analysis tool KNIME. Findings – The analysis is carried out for the most well-known sports footwear brands such as Nike, Adidas, Puma, Under Armour, Reebok and Asics. The research object refers to the analysis of brand significance and the evaluation of consumer opinions on sports footwear, based on the processing of large text data from the internet. Novelty - The research results are based on an innovative approach to measuring and evaluating the brand significance in sports footwear using NLP methods to analyze large text content from the Internet. The results obtained show that this new approach to metrics and evaluation can significantly improve existing methods of brand evaluation. Type of Paper: Empirical JEL Classification: M32, M39. Keywords: Brand, NLP Method, Text Analysis, Online Brand Management Strategies, Sports Footwear. Reference to this paper should be made as follows: Tarade, S.S; Vuković, D. (2023). Discovering the Significance of Sports Footwear Brands through Text Analysis, J. Mgt. Mkt. Review, 8(4), 166 – 175. https://doi.org/10.35609/jmmr.2023.8.4(7)