Brand Equity Evolution: a System Dynamics Model

Ano: 2009 | Volume: 6 | Número: 2

Autores: Edson Crescitelli, Júlio Bastos Figueiredo

Palavras-chave: brand equity, system dynamics, modeling, simulation

Resumo Inglês:

One of the greatest challenges in brand management lies in monitoring brand equity over time. This paper aims
to present a simulation model able to represent this evolution. The model was drawn on brand equity concepts
developed by Aaker and Joachimsthaler (2000), using the system dynamics methodology. The use of
computational dynamic models aims to create new sources of information able to sensitize academics and
managers alike to the dynamic implications of their brand management. As a result, an easily implementable
model was generated, capable of executing continuous scenario simulations by surveying casual relations among
the variables that explain brand equity. Moreover, the existence of a number of system modeling tools will allow
extensive application of the concepts used in this study in practical situations, both in professional and
educational settings.