To Analyze Edmund automobile discussion forum to understand the brand similarities, their association with other brands and important attributes.

Automobiles Discusson Forum Analysis- Brand Perception & Association - Natual Language Processing

Many time atumobile brands like ford want to know which other brand's automobiles they are compared with. Also, what is the brand's perception in terms of standard vehicle attributes like power, price, quality etc. Discussion forums like Edmunds, provide very useful data to understand the brand perception. This analysis gives some idea to brand and marketing managers to develop their strategies

Data is scraped from the following discussion forum page: https://forums.edmunds.com/discussion/7526/general/x/midsize-sedans-2-0

• Scrape the comments from the discussion forum
• Find out top 10 brands discussed in terms of their frequency
• Association Analysis to understand which other brands they are compared to (Lift Analysis and MDS plot)
• Brand Perception analysis to understand which attributes are associated with the top brands
• Analyze which are the aspirational brands (which people wish to buy)

Ford had a tagline of "Go further". It is believed to have a dual meaning of being better than competitors and improved fuel economy. Ford has a high life with size but the lift with speed and power is relatively low.

Given the company's emphasis on being better than their competitors, the product managers should certianly need to improve the car interms of power and speed. With a lift close to 1 ,the product managers becessarily have to work on increasing the speed of the vehicle.

Ford is considered as a affordable car by the company, but the public does not perceive this, evident by low lift values(among other attributes and even amoung other competitors!) and hence the marketing manager has to advertise the cars as affordable and low price for its features. This may need both the product manager to improve the product and marketing managers to market the product to convey a good deal for the price and compete in the market

It had the lagline "The power of dreams" which encourages people to have the conviction to imagine and make dreams a reality which speaks to Honda's innovative nature.

Power and speed have low lift values compared to other attributes. The product managers can focus on improving this, so that people can relate the car to its tagline of "power of dreams".Honda considers it's cars as roomy and hence the product design may need to be changed accordingly and marketed in that fashion too.

Honda again considers itself as a affordable brand,its lift value woth price is 1.44, but it is low wrt to other competitors. The marketing team should better advertise honda as having reasonable prices. They can also focus on improving the image of honda interms of quality to compete with toyota.

"Drive your Way" was designed to communicate the company’s ‘refined and confident’ brand attributes.

Hyundai prides in high quality products but the lift value is very low, something which is alaraming to know that people don’t associate Hyundai much with high quality. The product managers necessarily have to look into quality issues and improve it, if they pride in high quality and pass that important distinction it has from other competitiors to its customers. Power and speed also need to improved, as one needs to be decenlty good in other attributes of the car to compete in the market

Hyundai is aagin an affordable brand and it has high lift among its competitors.The marketing managers can focus on improving their brand image with regard to low price to maintain their top position.

Their ad campaign was "Zoom Zoom" to describe driving as a pleasure.

For a care to be fun to drive, quality becomes an important factor.Also the balance between power, speed and quality is crucial. The lift value of quality is close to 1. There needs to be immediate thought on how to improve the quality to compete with others in the market.

They need to work on advertising on quality and work in unison with the product managers.

For toyota it was "Moving forward" means a passion for innovation and discovery.

People seem to asssociate toyota with very high quality which is a good news. It has the highest lift value among all its competitors. To help resonate among customers for innovation, the product managers have to work on improving the cars in terms of power and speed.

Toyota has a decent lift value with respect to others interms of price, but the managers can further try to improve the image of the brand as very affordable to its high quality.

Mecedez, Volvo and Buick are the top 3 most apirational brands i.e. the brands people wish to buy