Brand intelligence is the collection and analysis of data related to customer sentiment and customer emotion about the brand.
The term can be used to describe the actionable information gleaned through analysis or to describe the brand intelligence process, which involves:
- Collecting data from sources where consumers are talking about your brand
- Gathering both qualitative and quantitative data
- Employing brand intelligence tools to analyse data in context, and
- Leveraging the resulting insights to predict consumer behaviour and reach performance goals, such as reducing customer churn or improving customer satisfaction.
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