Assessment and management of the brand security level of regional developers
Abstract
Assessment and management of the brand security level of regional developers
Incoming article date: 05.10.2024The article proposes an approach to determining the level of developer brand protection, which is understood as the reputation of the developer in relation to the regional market, formed in the Internet. The level of protection of the developer's brand takes into account the Gunning Nebula Index of text reviews about the developer, the average volume of words in text reviews about the developer, the number of negative text reviews about the developer, the total number of text reviews about the developer and the degree of competitiveness of the real estate market in the region. Estimates of the level of brand protection of developers in Perm and Yekaterinburg are given and analyzed. To reduce reputational risks and increase the level of brand protection, if it is not high enough, developers are recommended to regularly collect positive customer feedback, conduct brand protection audits, collect and classify negative feedback into true and false. True negative reviews should be discussed with customers, address the cause of the negative review, and then invite customers to remove or correct the negative review. When dealing with false negative reviews, you should seek their removal or publish detailed reasoned rebuttals to them online.
Keywords: real estate developer, online reviews, Gunning Nebula Index, brand protection, degree of competitiveness in the market, reputational risk management