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This indicates likely cash generation, because the higher the share the more cash will be generated.

As a result of ' economies of scale ' ( a basic assumption of the BCG Matrix ), it is assumed that these earnings will grow faster the higher the share.

The exact measure is the brand's share relative to its largest competitor.

Thus, if the brand had a share of 20 percent, and the largest competitor had the same, the ratio would be 1: 1.

If the largest competitor had a share of 60 percent ; however, the ratio would be 1: 3, implying that the organization's brand was in a relatively weak position.

If the largest competitor only had a share of 5 percent, the ratio would be 4: 1, implying that the brand owned was in a relatively strong position, which might be reflected in profits and cash flows.

If this technique is used in practice, this scale is logarithmic, not linear.