Evaluación de la efectividad de la marca Bodytech® en el ámbito de la percepción de marca haciendo uso de una herramienta de simulación computacional
Arango Escobar, Maria
Cárdenas Contreras, Luigin
Matiz Lesmes, Javier
The purpose of the present research is to model the perception-reasoning-action process experienced by the agents who are affected by the brand in the market. Such model is carried out by analyzing the elements that make up the entire "Bodytech” brand. The model gives the possibility to evaluate the effectiveness of the company's expenses in such brand elements and the impact in the brand perception. In order to perform the analysis, an agent-based simulation system is given different values from various variables. Such variables are evaluated by the means of three different tools: (1) a population group diagram, (2) a diagram with a breakdown of various thematic nuclei related to the brand and (3) the findings from an interview carried out with the person in charge of brand management, generally the CMO. The above process is performed in order to define the appropriate values to each thematic nuclei and determine the brand perception and the effectiveness the expenses. Subsequently, based on the results of the simulation system, a brand perception scenario is constructed that will allow “Bodytech” to have a better understanding of a predicted scenario in order to then to assess their brand perception.