Abstract
The important objective of the Brand Management is to increasing and sustaining of the brand equity. Therefore it is necessary to understand the customer's consumption experiences and opinions about a brand. In recent years, the emergence of eWOM(electronic Word of Mouth) attracts attention from the consumers and the companies as an important information source of about a consumption experiences and opinions. Despite the increasing interest of electronic Word of Mouth as a valuable source of customer's information among companies, the value of the eWOM bring to brand management has remained an unanswered question. This paper addresses the question by visualization of brand equity based on the electronic Word of Mouth (eWOM ) data and studying an applicability of electronic Word of Mouth (eWOM ) to brand management.
