1 The Seaweed Bath Co. uses customer reviews to increase brand awareness and consideration Emerging brands often struggle with introducing new products to consumers and building enough recognition to compete with more established businesses. This is especially true in crowded categories, where consumers are flooded with choices. Rapidly growing young brands can address this challenge by providing shoppers with the kind of information they crave when making purchasing decisions. The opinions of other consumers can have a strong influence on shopper decision making. The Seaweed Bath Co., founded by a husband-and-wife team in 2010, makes nutrient-rich seaweed-based skin, hair, and personal care products. The brand leverages Bazaarvoice’s Brand Edge solution to increase consumer c

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