BMC-11 · Brand model · WCRC Brand & Marketing Codex
Pulse Gap
Does the market see us the way our customers do?
What it is
Compares what customers feel with what the market and trade say, every quarter, and tracks the gap over time.
Built on the WCRC 50-parameter model · parameters used
- P2.9Sentiment trajectory
- CPConsumer Pulse
- MPMarket Pulse
Components
- Consumer Pulse
- Market Pulse
- Pulse gap
- Quarterly trend
How it is scored
Pulse gap = Consumer Pulse minus Market Pulse. A widening gap in either direction is an early warning.
Where and when to apply
- Customers are positive but analysts and trade are negative, or the reverse
- Quarterly results and investor communication
- Early warning before sales move
Simulation · what-if
If Consumer Pulse rises 2 points while Market Pulse stays flat, the pulse gap widens by 2. A gap of 3 points or more is marked "watch": one side has not yet caught up with the other.
What the client gets
Quarterly pulse report and gap trend
Taught at WCRC School of Business
India lens
Run Consumer Pulse by region; national sentiment can hide a regional slide.
Measured in
WCRC Brand & Marketing Codex · Consulting
Put the Pulse Gap 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