Bachelor Assignment

Abrnd is an online platform that helps companies build and maintain strong brands without the external help of expensive marketing companies. For this Bachelor Assignment, a tool is designed that can help companies in the development phase to establish their brand personality within the context of Abrnd.

The tool consists of multiple rounds. In round 1 and 2, the customer can be reflected and the competitors can be analysed. Based on the results of these two rounds, the brand personality can be strategically chosen in round 3 and 4.

To make the tool more objective and reliable in the future, possibilities involving Machine Learning are explored. Still, a lot of research needs to be performed on this topic, but the results of the Machine Learning model are promising.