participants - 12th Edition Artificial Economics Rome 20th-21st September 2016

12th Artificial Economics Conference
co-located with Social Simulation Conference


Paper submission: April 18th 2016

Acceptance notification: June 6th 2016

Early registration: July 15th 2016


20th-21st September 2016

Measuring Brand Awareness in a Random Utility Model

Pierfrancesco Dotta, Marco Tolotti and Jorge Yepez


Brand Awareness is recognized to be an important determinant in 
shaping the success of durables, yet it is very difficult to be quantified. This 
is exactly the main goal of this paper: propose a suitable model where brand 
awareness of two competing firms is modeled and, eventually, estimated. To this 
aim, we build a random utility model for a duopoly where each competitor is 
characterized by different pricing strategies and brand awareness. As a result, 
different levels of market shares will emerge at the equilibrium. As a case study, 
we calibrate the model with real data from the smartphone industry obtaining an 
estimate of the value of the brand awareness of two leading brands.