Analysis on The Impact of Brand Value on Global Expansion Using Textom : Focused on Korean Food Franchise Brands

This study explores the role of brand value in the global expansion of Korean food franchise companies, using big data text analysis via the Textom platform. Drawing from unstructured text collected from digital sources, the study conducted word frequency analysis and CONCOR network analysis to reveal key semantic structures in consumer and media discourse. Prominent keywords such as “brand,” “localization,” “global market,” and “Hallyu” emerged as central themes, reflecting the strategic importance of cultural identity and adaptation in overseas expansion. The CONCOR analysis identified dense keyword clusters around “brand trust,” “K-food,” and “consumer recognition,” illustrating how brand value is framed in public discussion. These findings demonstrate that strategic messaging and localized brand communication are essential to franchise success abroad. By combining qualitative nuance with quantitative depth, this study offers actionable insights for marketers and strategists aiming to strengthen brand equity in global markets. Future research should extend to platform-specific sentiment shifts and regional differences in perception.