Identimod: Modeling and Managing Brand Value Using Soft Computing

Decision Support Systems, Forthcoming

34 Pages Posted: 10 Jun 2016

See all articles by Manuel Chica

Manuel Chica

Open University of Catalunya (UOC) (Open University of Catalonia) - Internet Interdisciplinary Institute (IN3); The University of Newcastle, Australia

Oscar Cordon

University of Granada

Sergio Damas

University of Granada

Valentin Iglesias

RØD Brand Consultants

Jose Mingot

RØD Brand Consultants

Date Written: October 15, 2015

Abstract

Brands are one of the most important of a firm’s assets. Brand-managing activities are typically related to brand positioning and integration with marketing campaigns, and can involve complex decisions. The branding of an organization is indeed a dynamic system with many cause-effect relationships as well as intangible and heterogeneous variables. In order to help brand managers and marketers, we propose a decision support system, named Identimod, for modeling and evaluating branding strategies. Identimod uses non-linear dynamic modeling and soft computing to identify the branding system from different data sources through a linguistic user interface, and to provide advanced methods for diagnostics and validation. Identimod steps through a participatory, cyclic, and iterative process consisting of four different modules to increase the confidence and validity of the model, which should facilitate its acceptance by managers and stakeholders. Throughout this paper we demonstrate the modeling process and managerial benefits of Identimod by forming and answering the marketing questions for a real rebranding case of a seafood company in Spain.

Keywords: Branding, Marketing, Decision Support Systems, Soft Computing

Suggested Citation

Chica, Manuel and Cordon, Oscar and Damas, Sergio and Iglesias, Valentin and Mingot, Jose, Identimod: Modeling and Managing Brand Value Using Soft Computing (October 15, 2015). Decision Support Systems, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2790612

Manuel Chica (Contact Author)

Open University of Catalunya (UOC) (Open University of Catalonia) - Internet Interdisciplinary Institute (IN3) ( email )

Barcelona
Spain

The University of Newcastle, Australia ( email )

University Drive
Callaghan, NSW 2308
Australia

HOME PAGE: http://www.manuchise.com

Oscar Cordon

University of Granada ( email )

C/Rector López Argueta S/N
Granada, Granada 18071
Spain

Sergio Damas

University of Granada ( email )

C/Rector López Argueta S/N
Granada, Granada 18071
Spain

Valentin Iglesias

RØD Brand Consultants ( email )

Claudio Coello 28, 2º D
Madrid
Spain

Jose Mingot

RØD Brand Consultants ( email )

Claudio Coello 28, 2º D
Madrid
Spain

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