A Study on Brand Identity and Image Utilizing SNA

Development of Big data, artificial intelligence and 5G networks, and advances have changed the marketing environment with the arrival of a hyper-connected society where everything is connected. And Kotler has described this change by naming it Market 4.0. In this environment, connectivity and communication between businesses and consumers have been emphasized, and constant communication is emphasized to match a brand identity and brand image in order to build a strong brand of business. Thus, from the point of view of communication, the brand identity prism model by Kapferer, which is an analytical framework of brand identity and brand image, has been framed. This paper used semantic network analysis to measure brand identity and brand image and analyzed difference in order to study semantic network analysis as strategic tool for building strong brand of enterprise. The brand identity was extracted from the web page managed by Samsung Electronics while the brand image was extracted through SNS and Samsung Members Page. The extracted data were interpreted by means of centrality after data preprocessing. This study found that Samsung Electronics’ brand identity and brand image matched that of “A global innovative technology company” And efficiency was demonstrated by comparing with prior studies studied around case analysis.