MEASURING BRAND AWARENESS IN A RANDOM UTILITY MODEL

Brand awareness is recognized to be an important determinant in shaping the success of durables [13, 16], 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.