Mathematical Description and Complex Adaptive System Modeling for Evolutionary Branding

Aiming to deal with the complexity and dynamics of the product branding problem and investigate its evolution process, this paper proposes a framework for evolutionary product branding and emergence on the basis of computational modeling, and software agents´ behaviors and interactions. In this framework, relevant conceptual, mathematical and computational models are formulated and explained. Two categories of agents with four kinds of basic behaviors and three types of interactions are defined and specified to support the emergence of product brands. Agents´ behaviors and interactions are described in detail. In addition, a multi-agent-based evolution simulation paradigm for the product brand life cycle is presented by the authors. Our evolution model provides a foundation for analyzing the emergence and evolution of product brands and supporting decision-making for product branding management in the digital age.