Assessing technology brands with digital media

This study explores the meaning of technology brands in a new way, specifically using digital media metrics. Brand and brand equity theory are reviewed, as are alternative perspectives such as intellectual/relational capital. From each, brand evaluation metrics can be identified, each providing insights into brand meaning. Overall feeling towards the brand, the consistency of feeling, and differences in geography, social media presence, and other variables are clearer. Once the full range of intangible assets is open to discussion, digital media and big data are relevant. In fact, digital media produce considerable amounts of brand data, useful for analysing meaning, context, and behaviour. All can contribute to developing a fuller picture of brands. Additional metrics can be constructed and applied, both quantitative and more in-depth qualitative. New methods allow data gathering worldwide, across all digital platforms, not just those owned by a particular brand. Those capabilities provide unique opportunities for more in-depth brand studies. Six smartphone technology brands were analysed for digital media volume, activity by platform, sentiment, language, and content. Higher value brands have higher volume; more consistent sentiment; and noticeable differences in platforms, language, and content. All can contribute to understanding brand values and their determinants.