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In 1960, the American Marketing Association began to recognize the importance of a brand as a name, term, symbol, or combination of these (Alexander, 1960) to identify a seller or a seller's product or service and to distinguish it from a competitor's product or service. In the 1990s, a brand was recognized as an asset of a company and strategically controlled beyond the level of recognition as a part of the customer's appreciation for a trademark.
In the transition of the Fourth Industrial Revolution in 2017, companies in major OECD countries showed the greatest investment in economic capacity (brand, human assets and organizational structures), and among intangible assets, brand assets were said to be the fastest depreciating asset, indicating that brand assets were the intangible assets that required constant monitoring of how the entity would be perceived by its owners (Im et al, 2019).
In the Fourth Industrial Revolution, with the development of network technology and various communication technologies, companies and consumers are entering a hyper-connected society where they communicate and connect through countless channels. Philip Kotler et al(Kotler et al, 2016) said that the marketing considered these phenomena is marketing 4.0 because customers also look from various perspectives, not just from the perspective of the company's products and services, but from the perspective of the company's internal and external aspects, as the existing marketing will be all connected to all human beings and events.
This vertical approach, in which companies have taken the initiative in communicating with consumers, has become a very important challenge for companies to communicate with consumers as consumers are not easily affected by their marketing activities, and as consumers are quickly aware of and are shared at a very rapid pace. (Im et al, 2019).
In addition, as online and offline spaces such as AirBnB, and Uber have emerged, and as online-based content businesses such as Netflix grow in size, it is time to think about how to give customers not only offline but also online(Kotler et al, 2016). Not only that, on Web 2.0, which is based on the spirit of openness, participation, and sharing, customers are related to their brand interactions.
Therefore, this paper sought to find ways for enterprises online to identify current brands for their enterprises and explore ways to derive strategies. To this end, the basic concept and importance of the brand were identified through prior research on the existing brand, and in order to build a strong brand power advocated by Kapferer(2008), the degree of convergence between the brand identity online and the brand identity prism model created based on the communication theory that the brand identity sent by the company and the brand image recognized by the consumer about the company should be matched.
To identify the brand identity and brand online, the company's introduction, product description, and business environment uploaded by a company that can be accessed and viewed by consumers online were extracted through text mining, and the text of comments on SNS and pages run by the company and posts about the company was extracted to identify the brand image.
Finally, the key elements of the brand identity that an entity wants to send from were compared to the core aspects of the brand identity that consumers are aware of by analyzing the meaning network that identifies the connectivity and centrality of the words by focusing on the words that have been extracted from the text.