Dynamic brand evaluation information processing apparatus and method

A brand-creation process evaluation method, comprising:

• acquiring information on a model format representing a cyclic process of brand knowledge creation in which arrangement of dynamic evaluation parameters, which correspond to groups of indices obtained by factor analysis of several indices for dynamic evaluation of a brand, respectively, is set;
• acquiring dynamic evaluation parameters for a target brand to be evaluated;
• creating a brand-creation process evaluation model of the target brand by arranging the dynamic evaluation parameters for the target brand in positions set in the model format with reference to information of the model format;
• and
• outputting information on the created brand-creation process evaluation model.

A program for brand-creation process evaluation that causes a computer to execute processing for:

• acquiring information on a model format representing a cyclic process of brand knowledge creation in which arrangement of dynamic evaluation parameters, which correspond to groups of indices obtained by factor analysis of several indices for dynamic evaluation of a brand, respectively, is set;
• acquiring dynamic evaluation parameters for a target brand to be evaluated;
• creating a brand-creation process evaluation model of the target brand by arranging the dynamic evaluation parameters for the target brand in positions set in the model format with reference to information of the model format;
• and
• outputting information on the created brand-creation process evaluation model.

A brand-creation process evaluation system, comprising:

• means that acquires a contact parameter representing a degree of “contact” with respect to a target brand to be evaluated;
• means that acquires a cognition parameter representing a degree of “cognition” being tacit knowledge with respect to the target brand;
• means that acquires an interaction parameter representing a degree of “interaction” being explicit knowledge with respect to the target brand;
• means that acquires a coherence parameter representing a degree of “coherence” being another tacit knowledge with respect to the target brand;
• model format storing means that stores information on a model format that sets arrangement of the contact parameter, the cognition parameter, the interaction parameter, and the coherence parameter such that the parameters are located in order on a cyclic path;
• model creating means that creates a brand-creation process evaluation model of the target brand by arranging the acquired contact parameter, the acquired cognition parameter, the acquired interaction parameter, and the acquired coherence parameter in positions set in the model format with reference to information of the model format;
• and
• output means that outputs information on the brand-creation process evaluation model created by the model creating means.

A brand-creation process evaluation method, comprising:

• acquiring a contact parameter representing a degree of “contact” with respect to a target brand to be evaluated;
• acquiring a cognition parameter representing a degree of “cognition” being tacit knowledge with respect to the target brand;
• acquiring an interaction parameter representing a degree of “interaction” being explicit knowledge with respect to the target brand;
• acquiring a coherence parameter representing a degree of “coherence” being another tacit knowledge with respect to the target brand;
• acquiring information on a model format that sets arrangement of the contact parameter, the cognition parameter, the interaction parameter, and the coherence parameter such that the parameters are located in order on a cyclic path;
• creating a brand-creation process evaluation model of the target brand by arranging the acquired contact parameter, the acquired cognition parameter, the acquired interaction parameter, and the acquired coherence parameter in positions set in the model format with reference to information of the model format;
• and
• outputting information on the created brand-creation process evaluation model.

A program for brand-creation process evaluation that causes a computer to execute processing for:

• acquiring a contact parameter representing the degree of “contact” with respect to a target to be evaluated;
• acquiring a cognition parameter representing a degree of “cognition” being tacit knowledge with respect to the target brand;
• acquiring an interaction parameter representing a degree of “interaction” being explicit knowledge with respect to the target brand;
• acquiring a coherence parameter representing a degree of “coherence” being another tacit knowledge with respect to the target brand;
• acquiring information on a model format that sets arrangement of the contact parameter, the cognition parameter, the interaction parameter, and the coherence parameter such that the parameters are located in order on a cyclic path;
• creating a brand-creation process evaluation model of the target brand by arranging the acquired contact parameter, the acquired cognition parameter, the acquired interaction parameter, and the acquired coherence parameter in positions set in the model format with reference to information of the model format;
• and
• outputting information on the created brand-creation process evaluation model.