Conditional Formatting for Entire Row in Matrix table

Hasonevalue is needed when you select the parameter value. For the measure, you can write direct conditions.

For row you have to repeat it for each column. This means the same condition for all columns.

Color Brand = if(FIRSTNONBLANK('Item'[Brand],BLANK())="Brand 11","red","green")
Color scatter = if(SUM(Sales[Net Sales])>2500 && SUM(Sales[Margin])>400,"green","red")

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