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The Concept Of Online Image Of A Brand And Its Application To Nation Brands
Unformatted Document Text:  Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands 23 Operationalization/Measurement Defined above as a subset of information (linked by some associations (containing references) to the brand) out of the totality of all online information (physically present online), the online image of a brand could hypothetically be measured as a whole, in terms of the above ―physical‖ and ―metaphysical‖ variables: how much and what kinds of information – both in terms of digital and content characteristics – does it consist of, such as: overall strength/volume, topics/themes, valence, emotionality, mood, etc. At the same time, online image of a brand could also be measured in terms of the specific dimensions and attributes that are most important to different brand audiences/stakeholders: how much and what kinds of information does this online image of a brand contain along these dimensions and as related to these attributes. Obviously, practical considerations will make it impossible to measure the online image of a brand as a whole in its entirety (quality and strength of all brand-related information – its online presence), since this will require the measurement of every single piece of information in the online image of the brand. However, using specially designed sampling and coding criteria, procedures and algorithms, perhaps, it will be possible to measure with reasonable accuracy specific subsets (samples) of information within the overall online image of a brand using content analysis (both qualitative and quantitative, as well as manual and automated), in order to determine how the online image of a brand relates to the identity/personality of a given brand and/or brand images held by different stakeholders. Online Image of a Nation-Brand Now let‘s apply this concept to nation-brand and its image: online image of a nation-brand is a collection of all information related (containing references) to the given nation that is available

Authors: Topouria, Giorgi.
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Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands  
 
23 
 
Operationalization/Measurement 
Defined above as a subset of information (linked by some associations (containing references) to 
the brand) out of the totality of all online information (physically present online), the online 
image of a brand could hypothetically be measured as a whole, in terms of the above ―physical‖ 
and ―metaphysical‖ variables: how much and what kinds of information – both in terms of digital 
and content characteristics – does it consist of, such as: overall strength/volume, topics/themes, 
valence, emotionality, mood, etc.  
At the same time, online image of a brand could also be measured in terms of the specific 
dimensions and attributes that are most important to different brand audiences/stakeholders: how 
much and what kinds of information does this online image of a brand contain along these 
dimensions and as related to these attributes. 
Obviously, practical considerations will make it impossible to measure the online image of a 
brand as a whole in its entirety (quality and strength of all brand-related information – its online 
presence), since this will require the measurement of every single piece of information in the 
online image of the brand. However, using specially designed sampling and coding criteria, 
procedures and algorithms, perhaps, it will be possible to measure with reasonable accuracy 
specific subsets (samples) of information within the overall online image of a brand using 
content analysis (both qualitative and quantitative, as well as manual and automated), in order to 
determine how the online image of a brand relates to the identity/personality of a given brand 
and/or brand images held by different stakeholders. 
Online Image of a Nation-Brand 
Now let‘s apply this concept to nation-brand and its image: online image of a nation-brand is a 
collection of all information related (containing references) to the given nation that is available 


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