Analyzing the Rebranding Effects of Low-Cost Beauty Brands Using Text Mining: A Consumer Response Study on Daiso

Purpose: This study investigates the influence of the rebranding of Daiso’s low-cost beauty product line on consumer perception and brand image with a particular focus on the role of brand collaboration in shaping consumer attitudes. Methods: This study uses text mining techniques to analyze consumer reactions before and after the rebranding. Comments were collected from product review videos on YouTube uploaded in 2015 (pre-rebranding) and 2024 (post-rebranding). Word cloud, sentiment, and semantic network analyses were conducted based on term frequency-inverse document frequency and degree centrality metrics. Results: The findings indicate a significant shift in consumer perception after rebranding. In 2015, negative keywords were dominant, which reflects consumer dissatisfaction. However, in 2024, positive keywords became increasingly prominent. Notably, keywords related to brand collaboration emerged, which confirms that partnerships with established beauty brands contributed to improvements in perceived product quality and brand trust. Sentimental analysis also revealed an increase and a decrease in positive and negative emotions, respectively. Conclusion: The result indicates that successful rebranding requires more than mere visual changes; it must be accompanied by efforts to enhance consumer trust and perceived quality. The key factors that drive effective rebranding include brand collaboration, quality improvement, and strategies that target consumer experience. These insights provide practical implications for low-cost brands that seek to reposition themselves successfully in competitive markets.