Abstract
We propose a new method for brand management which is the most comprehensive activities concerning. Our method is based on the quality function deployment (QFD) technique. Though QFD uses the quality requirements as summarization of the voices of customers, it is difficult to extract the quality requirements from vast data such as Word of Mouth on Web. We devised the extraction of the cue words of the perceived quality, and construct PQFBID matrix composed of the fundamental function of the brand and the brand identity as the column items. We applied the PQFBID to the Japanese famous shampoo brand TSUBAKI, and could acquire the useful information.
