BMC-16 · Marketing model · WCRC Brand & Marketing Codex
Category Command Model
Who really leads our category, and by how much?
What it is
Maps who commands the category on trust, preference, voice and financial strength, and sets the play to attack or defend.
Built on the WCRC 50-parameter model · parameters used
- P2.10Competitive trust differential
- P5.9Competitive financial position
- P1.7Share of voice vs share of market
- P2.4First-choice preference
Components
- Trust lead
- Financial position
- Voice share
- First-choice share
How it is scored
Command index = brand score ÷ category leader score per component. Above 1.0 defend; below 0.8 attack the weakest leader component.
Where and when to apply
- A market leader defending share
- A challenger choosing where to attack
- Entering a new region
Simulation · what-if
Index 100 means level with the strongest rival on that component. If share of voice rises from 85% to 100% of the strongest rival, the Command index rises about 4 points and the play can move from "contest" to "defend".
What the client gets
Category command map and the attack or defend play
Taught at WCRC School of Business
India lens
Map command by region; national and regional leaders can differ in the same category.
Measured in
WCRC Brand & Marketing Codex · Consulting
Put the Category Command Model 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