Brand and Generic Advertising Strategies in a Dynamic Monopoly with Two Brands

This paper considers a dynamic monopoly with two brands. It is an extension of the work "Brand and generic advertising strategies in a dynamic duopoly" (Bass, Krishnamurthy , Prasad, Sethi, 2005). A monopolist possessing two brands has to decide how to use both generic and brand advertising for each of his brands in order to maximize his profit. Thus, he needs a method or algorithm that he could use practically. This work offers such an algorithm. A multistage algorithm of a problem solution which is software-programmable have been developed. Symmetric case is analyzed as the example.