The Dominance Index is a unique metric STAT offers its clients and measures a brand or product’s perceived market position vis-à-vis its competition, directly reflecting the perceptions of each brand compared to its competitors. It is especially valuable in enhancing an understanding of market performance, market share and brand equity.

Unlike other measures (such as market share), the Index does not just measure market position – it explains it.  Derived directly from perceptions of brand characteristics, the Dominance Index reveals the factors underlying brand performance. The process of applying the Index immediately shows exactly what factors account for each brand’s position.

Dominance Indexing is invaluable in devising strategies that help capitalize on strengths (dominant attributes associated with market share), highlight opportunities for expansion (attributes correlated to market share that are not owned by competitors), and shore up weaknesses (attributes owned by competitors that are correlated to market share).

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