Meaning Tension

MT

Meaning Tension (MT) measures the degree to which a brand can command price for symbolic meaning, rather than for material cost.

Mathematical Nature

Scalar, range [0, ∞). Sits in the numerator of the master formula — the stronger MT is, the more structurally sound the asset.

Primary Proxy (DRG-A)

Requires a comparable set of at least six genuinely similar companies to compute the sector-median term. Below that threshold, the absolute gross-margin reading is reported instead of a manufactured relative one — see the Comparable Company Selection Standard.

Secondary Proxy (DRG-B)

The ratio of search volume for a brand's name alone versus the brand's name paired with “discount” or “resale” terminology, with seasonal peaks excluded.

In Plain Terms

A white cotton shirt costs roughly the same to sew regardless of the label sewn into it. The gap between that cost and what a customer pays for the labelled version is Meaning Tension doing its work — the pull that survives without a discount code.