The benchmark, called Mental Availability Norms, includes three metrics, including mental market share, covering the percentage of category entry point (CEP) associations compared with other brands.

Other metrics include mental penetration, which refers to the percentage of category buyers who can link a brand to at least one CEP, and network size, covering the average number of CEPs a brand is linked to. 

Quantilope said that the norms would allow users to benchmark their category position and translate insights into action, based on almost 8,000 data points from thousands of brands across 35 countries, using the methodology of the Ehrenberg-Bass Institute for Marketing Science. 

The Mental Availability Norms will cover four major regions – North America, Europe, Asia-Pacific and Latin America – and six key industries: consumer packaged goods (non-food), food and beverages, fashion, durables, retail and services. 

Madita Brandhorst, associate director of tracking solutions at Quantilope, said: “We know from scientific, peer-reviewed research as well as our own experience in applied market research that Mental Availability and actual business outcomes are strongly correlated.

“These norms provide critical context for marketers helping them understand ‘what good looks like’ for their broader category and how to set realistic targets for these new metrics.”