Mapping Brand Territories Using ChatGPT

Nowadays various tools, powered using artificial intelligence technologies, enable us to automate mundane daily tasks. A well-known recent example is ChatGPT, a large language model that generates seemingly coherent responses in conversations. This has paved the way for wider interaction between users and artificial intelligence technologies. On the other hand, in the field of advertising, defining brand territory plays an important role in market research and the marketing or communication strategy that a brand implements with its customers. Brand territory groups together a set of characteristics, attributes and values that help a brand to establish a personality and differentiate it from its competitors. Traditionally, mapping a brand territory is a largely manual, time-consuming process. In this work, we propose an approach to automate this process, creating a more efficient way of mapping brand territory. Our approach involves the webscraping of product reviews to obtain data set for subsequent analysis using ChatGPT. In this manner, we automatically determine customer perceptions with regards to certain dimensions. By analyzing customer reviews using this Large Language Model, we show that it is possible to get a broader view of how consumers perceive specific aspects of certain products or brands in an automated fashion.