Competitive Advantage Scoring reveals where your brand over-performs, under-performs, or keeps pace in the moments that drive buying.
Competitive Advantage Scoring properly handles two critical biases that can distort traditional attribute importance research, providing cleaner insights into what truly drives consumer preference.
Identify where your brand truly outperforms competitors and invest resources to strengthen these authentic advantages.
Focus marketing efforts on attributes where you underperform to close perception gaps and improve competitive positioning.
Compare actual scores to expected scores, revealing which brands outperform, meet expectations, or underperform on each attribute.
Why It Matters
Grounded in modern brand-growth science to focus on situations that trigger purchase, not just awareness.
We compare your brand’s actual associations to an expected benchmark that adjusts for two biases: big brands naturally get more associations, and some attributes are inherently more common (e.g., “good battery life” for smartphones).
The difference between actual and expected becomes your score.
+5 percentage points or more = a competitive advantage
–5 or below = a disadvantage. We visualize this in an intuitive, color-coded table.
Competitive Advantage Scoring is particularly valuable when you need to understand true brand performance beyond surface-level perceptions and biases.
Remove halo effects to understand true brand equity and identify authentic brand strengths versus perceived advantages.
Identify which product attributes truly drive preference versus those that are simply expected by all consumers.
Understand where competitors truly excel versus where they benefit from brand recognition or market expectations.
Partner with PROOF Insights to leverage Competitive Advantage Scoring for unbiased competitive intelligence, authentic brand positioning insights, and strategic decision-making based on true performance data.