Mathematical Methods of Text Analysis and Sentiment Computing in Brand Management

This article aims to explore the mathematical methods and applications of text analysis and sentiment computing in brand management. With the popularity of social media and online reviews, brand managers need effective tools to analyze consumers' emotional attitudes towards the brand. This paper first introduces the basic concepts of text analysis and sentiment computing, then elaborates in detail on key mathematical methods such as text preprocessing, feature extraction, and sentiment classification, and discusses the applications of these methods in aspects such as brand sentiment monitoring, crisis early warning, and market segmentation. Finally, the practical effect of mathematical methods in brand management was demonstrated through case analysis, and the future research directions were proposed.