What is the main characteristic of the average method in brand comparison?

The average method in brand comparison primarily revolves around assessing a brand by calculating the average scores of all attributes being compared. This method assesses the overall performance of a brand across multiple dimensions, such as quality, price, features, and satisfaction, rather than focusing on individual aspects. By averaging these scores, the analysis provides a comprehensive view of how a brand stacks up against competitors in a balanced manner.

This approach allows marketers to identify strengths and weaknesses of a brand while considering all relevant factors holistically, thus making it a useful tool in comparative analyses. It helps in understanding overall brand perception rather than just focusing on select unique attributes, which might not provide a complete picture.