Keywords: corporate communication, company websites, brand identity, text mining.
This paper explores the construction of brand identity in the
fashion industry through a linguistic analysis of the English language
communications of three internationally-renowned Italian fashion brands:
Valentino, Dolce & Gabbana and Giorgio Armani. Three datasets were
compiled from web-based communications of each fashion brand and
subsequently analysed with text mining software to extract keywords
and descriptive adjectives that reflected facets of brand identity. The
results indicate that the three brands present broadly similar lexical
profiles that are closely aligned with fashion products, designers and
events. At the same time, there were interesting differences in terms of
the attributes of identity that each individual brand chose to highlight.
The findings are useful for understanding more about how companies
seek to utilise web-based communications to shape brand identity in an
increasingly globalised marketplace.