#$%^&*AU2013201845A120131010.pdf#####ABSTRACT BRAND POSITIONING AND PROMOTION IMPACT EVALUATION SYSTEM Systems (302) and methods described herein relate to brand positioning and promotion impact evaluation for stationary sales brands. According to one embodiment, an impact output indicative of the competitive brand positioning of each of a plurality of stationary sales brands is generated (112) based on identification (110) of a hidden co-integration relationship that may exist between pairs of brands from amongst the plurality of stationary sales brands. Further, according to another embodiment, impact of promotional variables on sales of a stationary sales brand is evaluated based on identifying hidden co-integration relationship between the promotional variables and the sales of the stationary sales brand. Figure 3 7241155_11/4 100 102 RECEIVING INPUT DATA CORRESPONDING TO SALES DATA AND PROMOTIONAL DATA OF A PLURALITY OF STATIONARY SALES BRANDS 104 FORMULATING ECONOMETRIC TIME SERIES OF THE SALES AND THE PROMOTIONAL DATA FOR EACH OF THE PLURALITY OF STATIONARY SALES BRANDS 106 DECOMPOSING THE ECONOMETRIC TIME SERIES OF THE SALES DATA AND THE PROMOTIONAL DATA INTO POSITIVE AND NEGATIVE SHOCKS FOR EACH OF THE PLURALITY OF STATIONARY SALES BRANDS 108 DEVELOPING CUMULATIVE POSITIVE SHOCKS AND CUMULATIVE NEGATIVE SHOCKS SERIES FOR THE SALES DATA AND THE PROMOTIONAL DATA FOR EACH OF THE PLURALITY OF STATIONARY SALES BRANDS 110 IDENTIFYING HIDDEN COINTEGRATION RELATIONSHIP BETWEEN A PAIR OF BRANDS FOR EACH OF THE PLURALITY OF STATIONARY SALES BRANDS BASED ON THE CUMULATIVE POSITIVE SHOCKS AND THE CUMULATIVE NEGATIVE SHOCKS SERIES IF 112 GENERATING AN IMPACT OUTPUT INDICATIVE OF COMPETITIVE BRAND POSITIONING WITHIN A CATEGORY FOR EACH OF THE PLURALITY OF STATIONARY SALES BRANDS Fig. 1
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