Brand positioning and promotion impact evaluation system

A method for evaluating impact of promotional variables on sales of a stationary sales brand, the method comprising:

• identifying a hidden co-integration relationship between the promotional variables and the sales of the stationary sales brand, wherein the relationship is a representation based on modeling coefficients and a threshold value;
• estimating the modeling coefficients and the threshold value for the hidden co-integration relationship;
• obtaining a nonlinear impulse response based on the modeling coefficients and the threshold value for the hidden co-integration relationship;
• and
• simulating the nonlinear impulse response to evaluate the impact of the promotional variables on the sales for the stationary sales brand.

A brand positioning and impact evaluation system comprising:

• a processor;
• and
• a memory coupled to the processor, the memory comprising:
• an impact output computation module configured to generate at least one impact output to indicate a relative position of a brand from amongst the plurality of stationary sales brands with respect to another brand from amongst the plurality of stationary sales brands based on an identification of a hidden co-integration relationship between the sales data and promotional data of each pair of brands from amongst the plurality of stationary sales brands;
• and
• a promotion impact evaluation module configured to evaluate an impact of promotional variables on sales for each of the plurality of stationary sales brands.