Geometric Brownian Motion (GBM) is the canonical model for asset prices:
The drift and volatility are proportional to the current price, so prices stay positive and percentage changes are constant in distribution. By Itô's Lemma, follows a Brownian motion with drift:
Hence is lognormally distributed:
GBM is the engine inside Black-Scholes option pricing. It captures positivity (prices can't go negative), proportional volatility (a move on a high-priced stock and a low-priced stock are equally likely), and analytical tractability.
Limits: GBM has constant volatility, Gaussian log-returns, and no jumps. Real markets have time-varying volatility, fat tails, and discrete jumps — driving more elaborate models like Heston (stochastic volatility) and Merton (jump-diffusion).