Overview:

As part of this assignment we are scraping the top few pages of google search results for some of the world’s most valuable brands and providing the insights. the Brands which are being analyzed are chevron, china merchant bank, ICBC, Lloyds Bank, Marlboro, Playstation, Renault, VISA

The Insights regarding brand quality and sentiment analysis of firm sponsored content and non firm sponsored content will be evaluated and analyzed for possible reasons

Topic Mining walkthrough The technicalities of webscraping are not discussed in detail as, these have been documented in detail as part of earlier rpub documents.

Sequence of steps in Brand sentiment analysis:

  1. Google Search brand and extract urls for first 5 pages i.e. 50 Pages
  2. Extract the text from all 50 pages, and split the urls and text as firm sponsored contect or non-firm sponsored content.
  3. Perform sentiment analysis for both firm sponsored and non-firm sponsored content to understand the sentiment polarity.

All the artifacts of Search analysis are provided in Dropbox. the below article discusses the results of Sentiment analysis for each brand

Brand 1 : Chevron

The average sentiment of Chevron brand is Positive across both Firm and Non firm content. Total of 30 Firm sponsored and 30 Non-Firm sponsored content is evaluated.

Sentiment of Brand

Sentiment of Entire text : +0.212
Firm sponsored Content : + 0.310
Non-Firm sponsored Content: + 0.131

Firm-Generated Text:

The average sentiment score for the firm-generated text is 0.3086 suggesting that Chevron uses positive words when describing its own products. On an average, the 30 documents have 435 words, suggesting that Chevron provides enough contexts, given that there is lot legalities involved. The URLs with the highest and the lowest sentiment scores are:

  1. Highest - https://twitter.com/chevron?lang=en +0.919
  2. Lowest - http://chevrontoxico.com/ -0.48

Non-Firm-Generated Text:

The average sentiment score for the Non-firm-generated text is 0.1311 suggesting that consumers are slightly positive about Chevron. On an average, the 30 documents have 1795 words, suggesting that users are very expressive, also the recent court case and layoffs triggered huge public reaction. Also Market sentiment seems negative. The URLs with the highest and the lowest sentiment scores are:

  1. Highest - https://www.glassdoor.com/Reviews/Chevron-Reviews-E13524.htm +0.774
  2. Lowest - http://publiceye.ch/case/chevron/ -0.317

Insights of Brand sentiment

Reasons for Negative sentiment:

  1. Most Negative results are from Media reports, alarmingly Wikipedia result came negative, the recent issue on Layoffs and harsh protests seem to be major reason for Negative image of Brand Chevron.
  2. Among the firm sponsored content, the recent supreme court issue on Chevron texaco is causing negative sentiment and is also reducing the positive sentiment on all other firm sponsored content.

Reasons for Positive sentiment:

  1. Cheron’s firm sponsored social media branding is bringing good amount of positive energy to brand value along with Professional reviews on Glassdoor and Linkedin is major positive sentiment among both firm sponsored and non-firm sponsored content. The scholarships and Outreach activities are also major contributors to Positive sentiment.

Summary

Positive: Social Media, professional network Media, Investment Media
Reason: Better Employee policies, Social Media branding, Scholar ships and Outreach activities

Negative: Mainstream News Media
Reason: Supreme court case, Layoffs, Protests

Brand 2 : China Merchants Bank

The average sentiment of China Merchants Bank is Positive across Firm content but negative for non-firm content. Total of 9 Firm sponsored and 44 Non-Firm sponsored content is evaluated.

Sentiment of Brand

Sentiment of Entire text : + 0.117
Firm sponsored Content : + 0.239
Non-Firm sponsored Content: + 0.092

Firm-Generated Text:

The average sentiment score for the firm-generated text is 0.239 suggesting that CBC uses positive words when describing its own products. On an average, the 9 documents have 471 words, suggesting that CBC provides enough contexts, given that there is lot legalities involved. The URLs with the highest and the lowest sentiment scores are:

  1. Highest http://english.cmbchina.com/CmbInfo/About/ +0.541
  2. Lowest http://www.cmhk.com/en/ +0.089

Non-Firm-Generated Text:

The average sentiment score for the Non-firm-generated text is 0.092 suggesting that consumers are slightly positive about CBC. On an average, the 44 documents have 8939 words, suggesting that users are very expressive. Also Market sentiment seems negative. The URLs with the highest and the lowest sentiment scores are:

  1. Highest https://www.glassdoor.com/Reviews/China-Merchants-Bank-Reviews-E40120.htm:+0.766
  2. Lowest https://www.moodys.com/credit-ratings/China-Merchants-Bank-Co-Ltd-credit-rating-600015339 -0.8623

Insights of Brand sentiment

Reasons for Negative sentiment:

  1. Most Negative results are from Media reports, Moody’s report is extremely critical
  2. Among the firm sponsored content, there is no negative sentiment at all owing to the very tough Internet policing practices followed by China.
  3. Even in the non firm sponsored content, the maximum negative sentiment is because of the customers ranting, showing that the censorship enforced by China is so harsh that people are really looking for avenues to vent.

Reasons for Positive sentiment:

  1. CBC’s firm sponsored content is bringing good amount of positive energy to brand value along with Professional reviews on Linkedin is major positive sentiment among both firm sponsored and non-firm sponsored content.
  2. Also given that this is China organization and Non-Firm generated text is predominantly from outside China, it is very significant that its positive Sentiment

Summary

Positive: Own website content
Reason: Better Employee branding

Negative: Mainstream News Media, Social media outlash
Reason: Stringent Chinese regulations

Brand 3 : ICBC

The average sentiment of ICBC is Positive across Firm content but negative for non-firm content. Total of 32 Firm sponsored and 22 Non-Firm sponsored content is evaluated.

Sentiment of Brand

Sentiment of Entire text : + 0.049
Firm sponsored Content : + 0.148
Non-Firm sponsored Content: - 0.031

Firm-Generated Text:

The average sentiment score for the firm-generated text is 0.148 suggesting that ICBC uses positive words when describing its own products. On an average, the 23 documents have 834 words, suggesting that ICBC provides enough contexts, given that there is lot legalities involved The URLs with the highest and the lowest sentiment scores are:

  1. Highest - http://www.cmhk.com/en/ +0.089
  2. Lowest - http://www.icbclondon.com/ +0.025

Non-Firm-Generated Text:

The average sentiment score for the Non-firm-generated text is -0.194 suggesting that consumers are negative about ICBC. On an average, the 22 documents have 4191 words, suggesting that users are very expressive. Also Market sentiment seems negative. The URLs with the highest and the lowest sentiment scores are:

  1. Highest - http://www.forbes.com/companies/icbc/ +0.331
  2. Lowest - http://finance.yahoo.com/q?s=1398.HK -0.8623

Insights of Brand sentiment

Reasons for Negative sentiment:

  1. Most Negative results are from Media reports, alarmingly Wikipedia result came negative.
  2. Among the firm sponsored content, there is no negative sentiment at all owing to the very tough Internet policing practices followed by China.
  3. Even in the non firm sponsored content, the maximum negative sentiment is because of the customers ranting, showing that the censorship enforced by China is so harsh that people are really looking for avenues to vent

Reasons for Positive sentiment:

  1. CBC’s firm sponsored content is bringing good amount of positive energy to brand value along with Professional reviews on Linkedin is major positive sentiment among both firm sponsored and non-firm sponsored content.

Summary

Positive: Own website content
Reason: Better Employee branding

Negative: Mainstream News Media, Social media outlash
Reason: Stringent Chinese regulations

Brand 4 : Lloyds Bank

The average sentiment of Lloyds Bank is Positive across Firm content but negative for non-firm content. Total of 43 Firm sponsored and 10 Non-Firm sponsored content is evaluated.

Sentiment of Brand

Sentiment of Entire text : + 0.245
Firm sponsored Content : + 0.312
Non-Firm sponsored Content: +0.160

Firm-Generated Text:

The average sentiment score for the firm-generated text is 0.2452 suggesting that Lloyds Bank uses positive words when describing its own products. On an average, the 43 documents have 963 words, suggesting that Lloyds bank provides enough contexts, given that there is lot legalities involved.
The URLs with the highest and the lowest sentiment scores are:

  1. Highest - https://twitter.com/asklloydsbank?lang=en +0.766
  2. Lowest - https://www.lloydsbankdirectinvestmentsonline.co.uk/ -0.1112

Non-Firm-Generated Text:

The average sentiment score for the Non-firm-generated text is -0.143 suggesting that consumers are negative about Lloyds bank. On an average, the 10 documents have 1846 words, suggesting that users are very expressive. Also Market sentiment seems negative The URLs with the highest and the lowest sentiment scores are:

  1. Highest - https://www.glassdoor.co.uk/Overview/Working-at-Lloyds-Banking-Group-EI_IE316191.11 31.htm +0.896
  2. Lowest - http://www.telegraph.co.uk/business/2016/04/10/beware-discount-bank-shares-as-european-crisis-engulfs-sector/ -0.464

Insights of Brand sentiment

Reasons for Negative sentiment:

  1. Most Negative results are from Media reports about the crisis that the bank was facing.
  2. There were a lot of complaints and distress due to delays amongst the reviewers.
  3. Among the firm sponsored content, the negative sentiment is all about the procedural delays and the apologies rendered by the brand to all its customers.
  4. Even in the non-firm sponsored content, the maximum negative sentiment is because of the customers ranting, showing the poor service rendered by the bank

Reasons for Positive sentiment:

  1. Lloyd’s firm sponsored content is bringing good amount of positive energy to brand value along with Professional reviews on social media is a major positive sentiment among both firm sponsored and non-firm sponsored content.

Summary

Positive: Own website content, Social media responsiveness and good publicity

Negative: Mainstream News Media

Brand 5 : Marlboro

The average sentiment of Marlboro is Positive across Firm content but negative for non-firm content. Total of 2 Firm sponsored and 57 Non-Firm sponsored content is evaluated.

Sentiment of Brand

Sentiment of Entire text : + 0.129
Firm sponsored Content : + 0.327
Non-Firm sponsored Content: - 0.122

Firm-Generated Text:

The average sentiment score for the firm-generated text is 0.129 suggesting that Marlboro uses positive words when describing its own products. There is very limited firm generated text because we searched based on “MarlBoro Tobacco”, Earlier search on “Marlboro” resulted in lot of Not applicable results as there is a place called Marlboro and Uniersity as well. The Negatie content dominated the online forums given that there is lot of health issues and negativity involved with the product and also this is the worlds most popular Brand.
The URLs with the highest and the lowest sentiment scores are:

  1. Highest http://marlboroflavourplus.strikingly.com/ +0.817
  2. Lowest https://www.marlboro.com/ -0.161

Non-Firm-Generated Text:

The average sentiment score for the Non-firm-generated text is -0.122 suggesting that online forums are negative about Marlboro, which is expected given that this product is hazardous to health and it gets hammered by Public forums. On an average, the 57 documents have 19894 words, suggesting that users are very expressive because of the bad health effects the product has. The URLs with the highest and the lowest sentiment scores are:

  1. Highest http://cigaretterecipes.blogspot.com/2012/01/myo-cigarette-like-marlboro.html:+0.607
  2. Lowest http://www.ctvnews.ca/health/tobacco-company-behind-marlboro-hopes-to-cash-in-on-e-cigarettes-1.1888573: -0.413

Insights of Brand sentiment

Reasons for Negative sentiment:

  1. Most Negative results are from Media reports about the ill effects of the habit of smoking and the diseases related to it.
  2. Among the firm sponsored content, the negative sentiment is all about the restrictions faced by tobacco companies.
  3. Even in the non-firm sponsored content, the maximum negative sentiment is because of the customers ranting the ill effects of the habit of smoking.

Reasons for Positive sentiment:

  1. Marlboro’s firm sponsored content is bringing good amount of positive energy to brand value along with promoting its most sold variant, the Marlboro gold. It also talks about the cigarette being smooth and relaxed.

Summary

Positive: Own website content, Social media responsiveness and good publicity

Negative: Mainstream News Media

Brand 6 : Renault

The average sentiment of Renault is Positive across Firm content but negative for non-firm content. Total of 46 Firm sponsored and 9 Non-Firm sponsored content is evaluated.

Sentiment of Brand

Sentiment of Entire text : + 0.306
Firm sponsored Content : + 0.368
Non-Firm sponsored Content: + 0.267

Firm-Generated Text:

The URLs with the highest and the lowest sentiment scores are:

  1. Highest https://twitter.com/thealliancern +0.786
  2. Lowest http://www.khivrajrenault.com/contact-us/ +0.036

Non-Firm-Generated Text:

The URLs with the highest and the lowest sentiment scores are:

  1. Highest https://en.wikipedia.org/wiki/Renault:+0.775
  2. Lowest http://www.amarujala.com/automobiles/car-diary/renault-reveals-kaptur-in-russia-might-come-to-india: -0.465

Insights of Brand sentiment

Reasons for Negative sentiment:

  1. Renault Negatie sentiment is mainly because of Job shifts from one country to another, it is mainly driving online backlash on Media forums

Reasons for Positive sentiment:

  1. Renault’s firm sponsored content is bringing good amount of positive energy to brand value.
  2. The most common forums like wikipedia is very positive about brand sentiment

Summary

Positive: Own website content, Social media responsiveness and good publicity

Negative: Investment and Job movements from One country to another and delay in Expansion plans as advertised and planned.

Brand 7 : Playstation

The average sentiment of Playstation is neutral with 0.185 sentiment on positive side. The game reviews seem to have dominated the reviews of both product and brand as such

Sentiment of Brand

Sentiment of Entire text : + 0.185
Firm sponsored Content : + 0.231
Non-Firm sponsored Content: + 0.155

Firm-Generated Text:

The URLs with the highest and the lowest sentiment scores are:

  1. Highest https://twitter.com/playstation?lang=en +0.858
  2. Lowest http://manuals.playstation.net/document/en/ps3/current/basicoperations/parentallock.html -0.145

Non-Firm-Generated Text:

The URLs with the highest and the lowest sentiment scores are:

  1. Highest http://www.snapdeal.com/product/sony-playstation-4-ps4/1186583136:+0.844
  2. Lowest http://www.ign.com/boards/forums/playstation-lobby.8269/: -0.381

Brand 8 : VISA

The average sentiment of VISA is Neutral across Firm and non-firm content. Surprisingly, Nonfirm sponsored content is more positive compared to Firm sponsored content.

Sentiment of Brand

Sentiment of Entire text : + 0.105
Firm sponsored Content : + 0.036
Non-Firm sponsored Content: + 0.130

Firm-Generated Text:

The URLs with the highest and the lowest sentiment scores are:

  1. Highest https://www.visadps.com/:+0.340
  2. Lowest http://www.visa.co.za/: -0.160

Non-Firm-Generated Text:

The URLs with the highest and the lowest sentiment scores are:

  1. Highest http://www.gap.com/browse/info.do?cid=46079:+0.457
  2. Lowest http://paymentsystemreview.ca/wp-content/themes/psr-esp-hub/documents/r04_eng.pdf: -0.105

Thank You