What is the Aggression Index

The aggressiveness index is used to assess the position of a brand or a product relative to other competitors.

It is based on the relationship between advertising investments and  market shares and is calculated by the ratio between share of spending (SOS) and share of market (SOM) of a product, a brand, or an enterprise.

In practice, this indicator helps the enterprise to define its budget for investing in competitive marketing strategies. 

Thanks to the aggressiveness index, in fact, it is possible to monitor the competitive strategies of companies, for example:

  • When the SOS is greater than the SOM (SOS>SOM) it means that the strategy is growing as a market share and therefore is ready for major investments;
  • When the SOS is equal to the SOM (SOS = SOM) it means that the strategy remains flat and therefore does not grow nor decline;
  • When the SOS is less than the SOM (SOS < SOM) it means that the strategy does not work on the investments of that particular product or service, either because they are destined to exit the market soon or because they are supported with other marketing strategies such as the promotions.

Share of Spending (SOS) and Share of Voice

Share of Spending (SOS)

The share of spending is the advertising expenditure share.

It is given by the ratio between the company's advertising investment and the overall market investment.

The share of spending is an indicator used to synthetically evaluate the company's position (brand or product) in the market compared to its competitors.

Share of Voice (SOV)

The share of voice represents a company's visibility and is calculated through the percentage between the Please note that "Share of voice" was translated as "SOV" in this context, which is a common abbreviation for "Share of Voice", but you mentioned "SOM" in your text. If "SOM" was intended, it should be corrected accordingly. GRP developed by the company and the overall market ones.

These marketing strategies are very widespread for assessing the effectiveness of advertising and the budget needed for an effective and responsible investment.

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