Establishing an automated brand index based on opinion mining: analysis of printed and social media

  • Kalle NuortimoEmail author
  • Janne Harkonen
Original Article


This article analyses the potential of using opinion mining based on big data to calculate a brand index to reflect brand image in the media. The study is realised as a combination of analysing previous literature and applying a media monitoring tool to analyse editorial publications and social media to gain brand-related media sentiment. The potential of opinion mining and the use of vast amounts of data are demonstrated. The results indicate that sentiment analysis based on big data has potential for automating the calculation of brand indices. It seems that big data can be used to compare brands and the nature of their media visibility. Marketing research and the analytics domain can benefit from big data and their related meaningful applications.


Marketing analytics Brand index Brand image Media sentiment Opinion mining Big data Data-driven decision-making 



Contribution for this paper stems from original idea from Kalle Nuortimo based on his Ph.D. studies from opinion mining-based public acceptance and brand index creation (idea, structure and preliminary demo’s), and was further developed in Oulu University’s Avanto-Accelerator program for start-ups mainly concentrated on monetization and customer validation with the team called “That Random Dude Oy” with the composition of Kalle Nuortimo, Trung Kien Vu, Suzu Kobayashi, Dang Thi Huyen, Olli-Pekka Huotari, Daniel Kimutai and coached by Niina Karvinen. No external funding was received.


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Copyright information

© Springer Nature Limited 2019

Authors and Affiliations

  1. 1.University of OuluOuluFinland
  2. 2.Industrial Engineering and ManagementUniversity of OuluOuluFinland

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