Our Models · Proprietary Models · By Abhimanyu Ghosh
The WCRC Brand & Marketing Codex
Twenty proprietary consulting models for brands and marketing, built on one 50-parameter assessment. Each model answers one question a CMO, CEO or board pays to solve.
How the Codex works
One assessment
The brand is assessed on the 50 MegaBrands parameters across five pillars: positioning, trust, product, ESG, digital and financial.
Twenty models
Each model reads a slice of those 50 parameters to answer one question, from recall leaks to pricing headroom.
Five named peers
Every reading is benchmarked against five competitors researched in the same fieldwork, and refreshed every quarter.
Brand models
Twelve models that diagnose and build brand power. BMC-01 is the master model; the others go deep on one part of it.
BMC-01Brand Power IndexHow powerful is our brand, overall and against rivals?BMC-02Recall LadderIs our spend buying memory or noise?BMC-03Distinctiveness CodeIs our brand ownable, or generic in its category?BMC-04Trust Equity ModelHow much trust do we hold, and how much stress can it absorb?BMC-05Love-to-Loyalty FunnelWhere does affection fail to turn into repeat buying?BMC-06Promise Gap ModelWhat is the gap between what we say and what we deliver?BMC-07Brand Stretch ModelCan we launch this new product under our name?BMC-08Future Readiness CompassIs our brand built for the next five years?BMC-09Purpose Authenticity IndexDo consumers believe our purpose, or see greenwash?BMC-10Governance ShieldIs our reputation protected at board level?BMC-11Pulse GapDoes the market see us the way our customers do?BMC-12Sensory Signature ModelDo our look, sound and feel make us instantly known?Marketing models
Eight models that link marketing spend and activity to brand power, so every marketing decision has a score behind it.
BMC-13Spend-to-Power RatioWhat brand power do we get for each unit of marketing spend?BMC-14Digital Authority ModelDo we own our category online?BMC-15Campaign-to-Cart BridgeDo our campaigns reach the point of purchase?BMC-16Category Command ModelWho really leads our category, and by how much?BMC-17Cultural Currency ModelIs our brand part of what people talk about now?BMC-18Advocacy EngineHow much of our growth comes free from customers?BMC-19Price Power ModelHow much premium can our brand charge before buyers switch?BMC-20CMO Boardroom ScorecardHow do we prove marketing's value to the board?Three ways to engage
All three run off the same primary assessment, so moving up a tier needs no new fieldwork.
Brand Power Report
BMC-01, 02, 03, 05, 06, 11 on your own brand
Competitive Intelligence
Adds trust, spend, digital, campaign, category and price models, benchmarked against 5 named peers
Full Codex retainer
All 20 models, refreshed every quarter, with the CMO Boardroom Scorecard
The WCRC Culture Lens · India first
The 20 models stay the same in every country. The Culture Lens changes how each one is measured, weighted and acted on. India is the first country profile; the UK, Europe and the USA follow.
| Dimension | India reality |
|---|---|
| Language map | Buying happens in many languages; regional-language recall often beats English recall outside metros. |
| Decision unit | Many purchases are family decisions, with elders and spouses shaping big-ticket and household choices. |
| Value logic | Pack size, durability and value for money sit beside aspiration and status. |
| Trust source | Heritage, longevity, Indian origin, state and cooperative brands, and family recommendation carry high trust. |
| Ritual calendar | Diwali, Eid, Durga Puja, Onam, Pongal, Christmas, weddings, harvest seasons, cricket tournaments. |
| Channel reality | Neighbourhood stores beside modern retail, marketplaces and fast-growing quick commerce. |
| Social proof | Word of mouth, family and community messaging groups, film and cricket figures, regional creators. |
WCRC Brand & Marketing Codex · Consulting
Put 20 proprietary models to work on your brand
WCRC runs the model on your own brand, benchmarked against five named competitors, from one primary assessment on the 50-parameter MegaBrands framework. You get the reading, the gaps and a plan your team can act on.
Or write to consulting@wcrcint.com