Brandmap: An Information Visualization Platform for Brand Association in Blogosphere

Word-of-mouth in the Internet is rapidly increasing, but the dissemination of this information is sometime difficult to interpret. This paper presents a visualisation platform (BrandMap). It was used to structure data of brand association distribution in the blogosphere as a case study that analyses the word-of-mouth of two smartphone brands in Brazil. BrandMap is a prototype that was developed based on extensive research about word-of-mouth in the blogosphere and how to visualize brands monitoring. BrandMap uses a novel approach for information visualization of complex data. The result was the evaluation of BrandMap analyses that compared the user´s perception about the advantages and disadvantages of two brands in social networks.