Analyzing Brand Positioning and Brand Image of Smartphone Brands in Indonesia by Mining Online Review

A strong brand image and brand positioning are necessary to grow and lead market share, particularly for the smartphone market in Indonesia due to the intense rivalry caused by the huge smartphone market size in Indonesia. This study uses text mining to evaluate online expert reviews to identify the brand positioning and image of the existing smartphone brands and series in Indonesia. The lexicon-based approach text mining, LIWC tool are used in the analysis. The result from LIWC was then processed using principal component analysis and clustering to map and classify smartphone brands and series. The result show that Apple and Samsung set their self apart from 4 other brands thanks to their distinctive proposition. The analysis on smartphone series shows that 7 out of 24 series from 6 smartphone brands have their own segment. All Apple series have their own segments. For Samsung, Samsung Galaxy S and Galaxy Z have their own segment compared to other Samsung series. Vivo Y are the only series from non-Samsung Android brand that have its own segment.