What to review
Use the company's stated definitions and distinguish reported growth from comparable or organic measures. Avoid combining percentages without understanding the calculation.
A practical example
A higher average sale may come from a shift towards expensive products rather than an increase in every product's price.
Keep the claim in scope
Do not use revenue growth alone to claim that all customers accepted higher prices.
Research and editorial context
Brand measures answer different customer and business questions. Keep the brand, market and period visible when interpreting a result. These notes provide analytical distinctions; they do not announce a new brand ranking, monetary valuation or verified customer score.
Examples illustrate a decision and do not describe a named organisation's conduct. This is a reference note, not a new research finding or an award outcome.
Read the relevant WCRC material
These links provide WCRC context. Individual properties retain their own eligibility, evidence requirements and limitations.