Competitive Brand Positioning Intelligence

Stratum Athletic vs. Named Competitor Set • Week ending Dec 15, 2024

Category SOV
28.4%
+1.2pts WoW
Brand Attribute Ownership
44%
-17pts (6w) Sustainable
Competitive Sentiment Gap
+8.2
+0.4pts WoW
Unaided Awareness Velocity
+2.1%
+0.3pts WoW
Positioning Differentiation Index
72
Rank #2 (stable)
NPS Competitive Rank
#1
+48 NPS (vs #2: +39)

Category Share of Voice — 90-Day Trend

Brand Attribute Ownership Score — Key Territory

⚠ Alert: "Sustainable" attribute down 17pts in 6w — ApexSport now 38%

Competitive Sentiment Gap vs. Avg Competitor

Share of Search by Purchase-Intent Stage

Brand Consideration Funnel Parity

Awareness84% +2
Consideration62% +1
Preference41% -2
Purchase Intent28% —
Parity Index vs. Category Avg: 1.12 (leading at all stages)

Competitive Intelligence Master Table

Competitor SOV% SOV WoW Sentiment NPS Awareness Campaign Detect Strategic Note
Stratum Athletic 28.4% +1.2 68.2 +48 84% — Recovering from ApexSport attack
ApexSport 26.1% +3.4 61.8 +39 79% 2.1 days ⚠ Major "Sustainable Performance" push
VeloWear 18.3% -0.6 58.4 +32 71% 4.8 days Declining, price-focused
CoreTech 14.7% +0.1 55.1 +25 63% 6.2 days Niche tech positioning stable
PacePro 7.9% -0.3 52.6 +18 54% 8.1 days Limited budget, amateur focus
RunField 4.6% 0.0 49.3 +12 47% 12.3 days Legacy brand, minimal activity

Positioning Differentiation Index — Competitive Ranking

Price Premium Sustainability Index

Current Premium vs. Category Avg
+18%
Stable for 8 weeks
Premium Acceptance
74%
+2pts
Value Perception Score
8.1/10
+0.2
Premium vs. Direct Competitors
vs. ApexSport+12%
vs. VeloWear+24%
vs. CoreTech+8%
Category SOV Rank This Week
#1
Leading by +2.3pts vs. ApexSport
Territory Under Attack
Sustainable
ApexSport gained 19pts in 6 weeks
Competitive Advantage Held
NPS Leadership
+9pts gap vs. #2 (ApexSport)
Strategic Response Priority
High
Counter ApexSport sustainability claim