quantilope launches global mental availability benchmarks for brands

The new benchmarking tool evaluates three core metrics: mental market share, mental penetration, and network size. By synthesizing nearly 8,000 data points across 35 countries, the system allows marketers to compare their brand’s performance against industry competitors in six sectors, including retail, services, and consumer packaged goods. The methodology aligns with the Ehrenberg-Bass Institute for Marketing Science, providing a framework for brands to translate abstract consumer associations into concrete media planning and growth strategies.

Data suggests that mental availability remains surprisingly consistent across industries, with top-tier brands often achieving over 70% in mental penetration. However, the competitive environment varies significantly by region. In mature markets like North America and Europe, mental market share is more evenly distributed, while emerging markets in APAC and LATAM often reward first-mover advantages with share levels three times higher than their Western counterparts. According to Madita Brandhorst, Associate Director of Tracking Solutions at quantilope, these metrics serve as a reliable predictor of business outcomes, with a recent meta-analysis showing they explain 69% of the variance in actual sales performance.