What it does
This KPI evaluates the alignment of an image or video frame with a brand's values. It assesses how closely the visual content of an image correlates with the brand values it is intended to represent. Since brand values and brand imagery often are on a more abstract level (e.g. "sustainability", "love") it is important for this type of KPI and model to be able to handle this type of input.
| Image | Concept Scores |
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Why it matters
Aligning imagery with brand values is essential in building brand equity and ensuring consistent brand messaging. This KPI helps verify that brand assets accurately reflect and reinforce the brand's core values.
How it works
Using a deep learning model, the KPI predicts the semantic fit between an image and the brand values. The model provides a score from 0 (no fit) to 100 (very high fit), indicating how well the visual elements of the image support and convey the intended brand values.
How to improve
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Choose visual elements that intuitively resonate with the brand's values.
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Opt for symbols, imagery, and cues that naturally evoke the desired brand associations, like using warm colors and communal scenes for a brand value of “care” or dynamic and exhilarating visuals for “enjoyment.”
AI models used
The deep learning model is trained on more than 400 million pairs of images and corresponding consumer comments. During training, it learns to abstract from pixels and words, understanding the underlying meaning and associations. The model can then assess the congruence between an image and specific brand values, such as “care”, “support”, or “enjoyment.”