The Development of Dynamic Brand Equity Chase Model and Its Application to Digital Industry Based on Scanner Data

The purpose of this research is to develop a comprehensive modeling for measuring dynamics of brand power. We define brand power as brand specific coefficients to yield the sales volume for each period. The modeling consists of multinomial log it model for eachproduct category, the brand-specific coefficients, mixture modeling and fuzzy clustering algorithm. We apply our modeling to TV scanner data in Tianjin China. The results show 5 brands have 12 to 23 times change on their brand power in a year. The lasting time of brandpower spreads from 1 week to 12 weeks.