BMC-13 · Marketing model · WCRC Brand & Marketing Codex
Spend-to-Power Ratio
What brand power do we get for each unit of marketing spend?
What it is
Links marketing investment to the change in Brand Power Index, so spend is judged by the brand power it builds.
Built on the WCRC 50-parameter model · parameters used
- P5.8Marketing investment
- P1.7Share of voice vs share of market
- BMC-01Brand Power Index score
Components
- Spend index
- Brand Power change
- Ratio vs category peers
- Over- and under-spend flags
How it is scored
Ratio = change in BPI ÷ spend index, compared with the category median.
Where and when to apply
- Setting the annual marketing budget
- The CFO asks what marketing returns
- Comparing marketing efficiency with competitors
Simulation · what-if
Index 100 is category par. If spend rises 10% with no gain in brand power, the ratio falls to about 91. If brand power rises 2% on flat spend, it rises to about 102.
What the client gets
Marketing ROI on brand, with over- and under-spend flagged
Taught at WCRC School of Business
India lens
Measure spend efficiency across the festival calendar, not just by quarter.
Measured in
WCRC Brand & Marketing Codex · Consulting
Put the Spend-to-Power Ratio 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