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Fair Share of Geography
Definition
A measure that compares a brand’s performance within a specific geographic area to its expected performance based on overall market share. Fair share indicates whether a brand is over- or under-performing in a given region relative to its national or total market presence.
How It's Calculated
Brand share in a specific geography ÷ Brand share in the total market
Example
A beverage brand holds a 10% national share but achieves 15% share in the Midwest, resulting in a fair share index of 1.5, indicating overperformance in that region.
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