Who's Winning the Reputation
Game in Apparel?
See how Nike, Lululemon, The North Face, and others stack up across
Innovation, Trust, Perception, and Reputation.
A Comprehensive Benchmark Built on Real-World Signals & Public Opinion
Q2 2025 Brand Equity Score™ – Apparel Top 10
| Rank | Brand | Composite BES™ | Innovation | Trust | Perception | Reputation |
|---|---|---|---|---|---|---|
| 1 | Levi’s | 90.0 | 13.6 | 57.4 | 78.9 | 69.3 |
| 2 | Nike | 89.7 | 15.6 | 56.4 | 75.0 | 70.8 |
| 3 | Adidas | 87.9 | 13.2 | 54.3 | 73.5 | 68.3 |
| 4 | Old Navy | 84.1 | 11.2 | 50.5 | 67.8 | 61.3 |
| 5 | The North Face | 80.3 | 9.6 | 42.5 | 57.7 | 64.3 |
| 6 | Ralph Lauren | 79.3 | 9.2 | 39.4 | 56.3 | 65.3 |
| 7 | Dior | 74.5 | 9.2 | 32.5 | 44.2 | 61.3 |
| 8 | H&M | 71.7 | 8.0 | 29.5 | 39.5 | 56.8 |
| 9 | Lululemon | 70.6 | 7.6 | 27.2 | 33.0 | 61.7 |
| 10 | Vuori | 60.0 | 2.8 | 8.3 | 14.0 | 55.3 |
Dig Deeper: Brand-by-Brand Analysis
Click any brand to view its full profile, including quantitative insights from public surveys and qualitative signals from media sentiment.
Levi’s converts universal recognition into category-leading perception and reputation.
With near-universal awareness and durable brand goodwill, Levi’s leads the apparel category on perception and reputation, backed by strong trust and value clarity. The Brand Equity Score™ reflects a balanced, heritage-rich profile — steady advocacy and a sizable “movable middle” that can be activated through innovation storytelling and community engagement.
This BES snapshot shows why Levi’s remains a benchmark for brand heritage while still having headroom to elevate innovation salience and expand usage frequency.
— MeasuredI/O BES Insights Team
| Dimension | Levi’s Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 13.6 | Nike – 15.6 | –2.0 |
| Trust | 57.4 | Levi’s – 57.4 | — |
| Perception | 78.9 | Levi’s – 78.9 | — |
| Reputation | 69.3 | Nike – 70.8 | –1.5 |
| Composite | 90.0 | 90.0 | — |
Quantitative Lens — Levi’s (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. These scores reflect favorability, trust, and perceived value across core equity dimensions. Levi’s leads the apparel category in perception and reputation, with near-universal awareness and a balanced profile that combines heritage strength with strong customer advocacy.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 95% | Near-universal familiarity across demographics |
| Favorability | 76% | High goodwill anchored in brand heritage |
| Trust Index | 61% | Trusted for quality, durability, and style |
| Perceived Value | 67% | Seen as offering strong value at its price point |
| Brand Advocacy Index™ | +41 NPS | Strong advocacy from loyal customers |
Brand Alignment Gap Index™ (BAGI™)
Minor Gap observed. Levi’s innovation perception trails category leaders, but trust, value, and reputation remain tightly aligned with its earned media narrative. Advocacy levels are strong, indicating a solid foundation for brand health.
Moderate alignment — trust and reputation strong, innovation perception lagging
Insight: Levi’s is in a position of strength. Closing the innovation gap with high-visibility product launches and sustainability-driven storytelling will ensure continued category leadership.
Qualitative Lens — Levi’s (Earned Media Signals, Q2 2025)
Levi’s earned media profile is anchored in heritage, authenticity, and quality. Media coverage emphasizes the brand’s cultural relevance and consistent product excellence, though innovation-focused narratives appear less frequently than for younger, trend-driven competitors.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Product quality focus, limited breakthrough tech stories | Moderate lift — innovation perception opportunity |
| Trust & Ethics | Strong reputation for durability and responsible sourcing | Strengthens trust and value perceptions |
| Corporate Culture | Heritage brand with stable, consistent leadership | Reinforces brand stability but lacks disruptive energy |
| Community Impact | Local engagement and sustainability programs | Positive perception with room to expand media reach |
High volume, heritage and quality narrative dominant, innovation less emphasized
Insight: Levi’s media narrative consistently reinforces quality and authenticity. Expanding innovation-forward messaging — particularly in sustainability and product design — can lift innovation perception to match its strengths in trust and reputation.
Brand Equity Opportunity – Levi’s
What to Leverage:
- Category-leading perception (78.9) and strong reputation (69.3) position Levi’s as the most respected heritage brand in apparel.
- Near-universal awareness (95%) and high favorability (76%) ensure deep market penetration and cross-generational appeal.
- Strong trust (61%) and perceived value (67%) reinforce Levi’s image as durable, high-quality, and worth the price.
What to Watch:
- Innovation score (13.6) lags behind category leaders, limiting salience in trend-driven fashion and product innovation narratives.
- Earned media narrative heavily emphasizes heritage and authenticity, with fewer high-impact stories on breakthrough design or sustainability leadership.
- Half of the market are non-users despite strong awareness, signaling a need for targeted activation to re-engage lapsed or light customers.
Recommended Strategic Focus:
Maintain and amplify Levi’s core strengths in perception and reputation while elevating its innovation narrative. Increase visibility of sustainable design innovations, limited-edition collaborations, and fit/technology advancements through high-profile product launches, influencer partnerships, and cultural moments. Expanding lifestyle and ESG storytelling will broaden relevance with younger demographics and convert high awareness into higher usage frequency.
The Public Signal Gap Index™ (PSGI™) compares what the public thinks (survey data) with what the media says (earned media signals). This diagnostic highlights alignment—or misalignment—across trust, innovation, reputation, and perception.
| BES Dimension | Survey Signal | Media Signal | Risk Level |
|---|---|---|---|
| Trust | 61% trust | Coverage emphasizes durability, fit quality, and responsible sourcing — reinforcing consumer confidence | Low |
| Innovation | 13.6 score | Fewer breakthrough design/tech stories; innovation narrative under-weighted vs. heritage and authenticity | Moderate |
| Reputation | 69.3 score | Stable legacy framing; positive sentiment in brand-level narratives and customer loyalty signals | Low |
| Perception | 78.9 score | Earned media is net positive but heavy on neutral coverage; fewer culture-driving moments than potential | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign narrative and close trust/innovation gaps
Low = Public signal and media narrative in alignment
Nike converts universal recognition into category-best reputation with broad favorability and advocacy.
With near-total awareness and strong goodwill, Nike anchors apparel on reputation and advocacy, supported by solid trust and value clarity. The Brand Equity Score™ reflects a powerful, culture-driving profile with room to amplify innovation salience and translate awareness into deeper engagement.
This BES snapshot shows why Nike sets the pace on cultural relevance and performance heritage while still having headroom to lift innovation perception.
— MeasuredI/O BES Insights Team
| Dimension | Nike Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 15.6 | Nike – 15.6 | — |
| Trust | 56.4 | Levi’s – 57.4 | –1.0 |
| Perception | 75.0 | Levi’s – 78.9 | –3.9 |
| Reputation | 70.8 | Nike – 70.8 | — |
| Composite | 89.7 | Levi’s – 90.0 | –0.3 |
Quantitative Lens — Nike (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Nike shows near-universal awareness with strong favorability, trust, and value clarity, translating into one of the category’s highest reputation scores and robust advocacy.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 97% | Near-universal brand familiarity |
| Favorability | 73% | Strong goodwill across segments |
| Trust Index | 60% | Solid trust; opportunity to deepen confidence |
| Perceived Value | 63% | Value seen in quality/innovation; watch price sensitivity |
| Brand Advocacy Index™ | +44 NPS | Healthy advocacy and word-of-mouth potential |
Brand Alignment Gap Index™ (BAGI™)
Notable Gap observed. Positive consumer buzz is high, but earned-media net tone is more muted. Aligning high-advocacy stories with press narratives will improve coherence across channels.
Mixed alignment — strong buzz and advocacy; earned tone skews neutral
Insight: Nike is structurally strong. Elevating innovation proof points (materials, performance science, sustainability) and tightening value storytelling can convert awareness into higher frequency and lift trust further.
Qualitative Lens — Nike (Earned Media Signals, Q2 2025)
Nike’s earned-media narrative centers on performance, athlete partnerships, and cultural relevance. Coverage is broadly positive but leans neutral in volume terms, suggesting room to create more breakthrough moments that spotlight innovation and social impact at scale.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Performance tech and athlete-led design; sustainability stories emerging | Moderate lift — opportunity to spotlight R&D proof more consistently |
| Trust & Ethics | Quality and performance lead; pricing/value scrutiny appears episodically | Maintains trust; value narrative can be sharpened |
| Corporate Culture | Elite performance ethos; employer brand sentiment mixed | Stable leadership image; room to strengthen pride metrics |
| Community Impact | Local investments and athlete/community programs | Positive impact perception; scale and localize stories |
High volume, culturally resonant; innovation and ESG stories can punch through more
Insight: Create bigger “proof moments” (materials science, circularity, athlete R&D) to increase innovation salience, while amplifying local community programs to lift trust and employer pride.
Brand Equity Opportunity – Nike
What to Leverage:
- Industry-best reputation (70.8) and robust advocacy (NPS +44) anchored by performance heritage.
- Near-universal awareness (97%) and strong favorability (73%) provide broad activation canvas.
- Positive community impact perception (53%) supports both consumer and employer narratives.
What to Watch:
- Earned tone leans neutral (56.6% neutral; 31.5% positive), muting innovation salience.
- Value sensitivity persists despite 63% “good value”; sharpen proof around quality, longevity, and sustainability.
- Engagement gap: ~45% report no usage/accounts — focus on conversion and frequency.
Recommended Strategic Focus:
Convert awareness into higher frequency with value-forward storytelling and experiential programs. Create breakthrough, proof-heavy innovation moments (materials, circularity, athlete science) and localize community impact to lift trust and employer pride concurrently.
The Public Signal Gap Index™ (PSGI™) compares what the public thinks (survey data) with what the media says (earned media signals). This diagnostic highlights alignment—or misalignment—across trust, innovation, reputation, and perception.
| BES Dimension | Survey Signal | Media Signal | Risk Level |
|---|---|---|---|
| Trust | 60% trust | Coverage highlights performance quality; periodic scrutiny on price/value | Low |
| Innovation | 15.6 score | Innovation stories present but diluted by high neutral volume; more proof-led narratives needed | Moderate |
| Reputation | 70.8 score | Strong legacy and performance framing drive consistent positive sentiment | Low |
| Perception | 75.0 score | Broadly favorable, but share-of-voice is tempered by neutral coverage; opportunity for bigger cultural “moments” | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign narrative and close trust/innovation gaps
Low = Public signal and media narrative in alignment
Adidas pairs mass recognition with strong favorability and reputation—poised to convert a large neutral middle.
With 95% awareness and 71% favorability, Adidas holds a broad base of goodwill. The Brand Equity Score™ reflects a durable, mainstream profile—solid trust and reputation with room to sharpen innovation salience and convert non-users through value and community narratives.
This BES snapshot explains why Adidas remains a cultural mainstay while retaining headroom to close small gaps to the leaders on perception and reputation.
— MeasuredI/O BES Insights Team
| Dimension | Adidas Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 13.2 | Nike – 15.6 | –2.4 |
| Trust | 54.3 | Levi’s – 57.4 | –3.1 |
| Perception | 73.5 | Levi’s – 78.9 | –5.4 |
| Reputation | 68.3 | Nike – 70.8 | –2.5 |
| Composite | 87.9 | Levi’s – 90.0 | –2.1 |
Quantitative Lens — Adidas (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Adidas combines very high awareness with strong favorability and a solid trust/value profile. Reputation remains robust, while innovation salience and conversion from awareness to usage present the clearest upsides.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 95% | Household-name recognition |
| Favorability | 71% | Broad goodwill with a sizable neutral middle |
| Trust Index | 58% | Solid trust; 30% unsure indicates messaging headroom |
| Perceived Value | 62% | Price–quality balance generally well-received |
| Brand Advocacy Index™ | +39 NPS | Healthy advocacy; activation can lift referrals |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gap observed. Consumer buzz is positive but not yet amplified by earned-media tone at scale. Sharpening breakthrough stories (innovation & sustainability) can lift alignment.
Moderate alignment — trust/value strong; innovation salience can rise
Insight: Adidas is well-positioned. Targeted campaigns to convert the neutral middle, plus louder proof-led innovation and community stories, will narrow small gaps to category leaders.
Qualitative Lens — Adidas (Earned Media Signals, Q2 2025)
Adidas’ earned-media narrative leans into sport heritage, performance credibility, and selective sustainability themes. Coverage is broadly positive with a high neutral share, suggesting opportunity to generate more culturally resonant, innovation-forward moments.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Athlete-led design, materials R&D; sustainability innovations emerging | Moderate lift — needs higher-share proof moments |
| Trust & Ethics | Quality/performance coverage; occasional price/value scrutiny | Supports trust; clarify value and responsible sourcing |
| Corporate Culture | Performance-first culture; employer pride mixed | Stable; room to strengthen pride narrative |
| Community Impact | Sport/community initiatives with selective amplification | Positive foundation; localize and scale |
Medium volume, broadly positive; innovation and ESG can punch through more
Insight: Drive bigger, proof-rich stories (innovation collabs, circular design, athlete-tech) to raise innovation perception and accelerate conversion.
Brand Equity Opportunity – Adidas
What to Leverage:
- High perception (73.5) and strong reputation (68.3) anchored in sport heritage and product credibility.
- Mass awareness (95%) and strong favorability (71%) provide scale for conversion and frequency programs.
- Solid trust (58%) and value (62%) with room to clarify benefits to the undecided third.
What to Watch:
- Innovation score (13.2) trails the leader; increase proof-based innovation storytelling.
- 54% non-user rate despite high awareness—target “movable middle” with offers and new-to-brand pathways.
- Positive buzz (33%) exists but share-of-voice skews neutral; create bigger cultural moments.
Recommended Strategic Focus:
Keep building on reputation while elevating innovation salience via athlete-tech launches, materials science features, and sustainability proof points. Pair with targeted acquisition and loyalty levers to convert neutral/non-users and increase purchase frequency.
The Public Signal Gap Index™ (PSGI™) compares what the public thinks (survey data) with what the media says (earned media signals). This diagnostic highlights alignment—or misalignment—across trust, innovation, reputation, and perception.
| BES Dimension | Survey Signal | Media Signal | Risk Level |
|---|---|---|---|
| Trust | 58% trust | Quality and performance narratives are steady; clarify ethics/value to undecided audiences | Low |
| Innovation | 13.2 score | Innovation coverage present but diluted by neutral share; needs higher-impact proof stories | Moderate |
| Reputation | 68.3 score | Strong brand legacy and athlete associations drive positive sentiment | Low |
| Perception | 73.5 score | Solid framing in sport/performance; opportunity to broaden lifestyle/culture narratives | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign narrative and close trust/innovation gaps
Low = Public signal and media narrative in alignment
Old Navy’s mass recognition and value clarity set a strong base—now poised to convert non-users and lift perception.
With 93% awareness and solid trust/value signals, Old Navy’s Brand Equity Score™ reflects a broad, family-centric profile. The brand’s headroom sits in perception and reputation vs. the category leaders—an opportunity to pair price leadership with proof of quality, inclusivity, and style.
This BES snapshot shows why Old Navy can translate reach into frequency through sharper storytelling and targeted activation.
— MeasuredI/O BES Insights Team
| Dimension | Old Navy Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 11.2 | Nike – 15.6 | –4.4 |
| Trust | 50.5 | Levi’s – 57.4 | –6.9 |
| Perception | 67.8 | Levi’s – 78.9 | –11.1 |
| Reputation | 61.3 | Nike – 70.8 | –9.5 |
| Composite | 84.1 | Levi’s – 90.0 | –5.9 |
Quantitative Lens — Old Navy (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Old Navy combines near-universal awareness with strong favorability and value perceptions. The core upside: converting a sizable non-user base and elevating perception with more culturally resonant stories.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 93% | Household-name familiarity across family segments |
| Favorability | 65% | Broad goodwill; room to convert neutrals |
| Trust Index | 54% | Solid confidence; clarify quality/ethics to the unsure third |
| Perceived Value | 62% | Strong value story; reinforce quality to avoid “low-price = low quality” heuristics |
| Brand Advocacy Index™ | +25 NPS | Moderate advocacy; loyalty programs can amplify referrals |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gap observed. Consumer value/favorability trends ahead of earned-media salience; coverage volume is lower than larger peers. Boosting breakthrough product and community stories can close the alignment gap.
Moderate alignment — value strong, perception lift tied to bigger cultural moments
Insight: Old Navy is positioned to grow frequency. Pair sharp value with proof of quality, fit, and inclusivity; elevate local community initiatives to convert neutral non-users.
Qualitative Lens — Old Navy (Earned Media Signals, Q2 2025)
Earned-media coverage emphasizes affordability, family basics, and seasonal promotions. Innovation and sustainability stories appear, but with lower share and volume than bigger brands—suggesting scope to create more distinctive product and purpose narratives.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Selective product updates; limited breakthrough design coverage | Light lift — opportunity to spotlight fit/quality innovation |
| Trust & Ethics | Value leadership; need clearer quality and sourcing proof | Supports trust; transparency can raise confidence |
| Corporate Culture | Accessible, family-first positioning | Stable but not a talent magnet; employer pride to improve |
| Community Impact | Local school/family initiatives with modest amplification | Positive foundation; scale and localize stories |
Medium volume, value-forward narrative; needs bigger product/purpose moments
Insight: Create proof-heavy campaigns (fit/durability testing, quality guarantees, community partnerships) to raise perception and advocacy in tandem.
Brand Equity Opportunity – Old Navy
What to Leverage:
- High awareness (93%) and strong favorability (65%) yield broad reach and goodwill.
- Value clarity (62% “good value”) and solid trust (54%) support conversion messaging.
- Family-centric positioning aligns with audience needs across seasons and life stages.
What to Watch:
- Perception (67.8) trails leaders; create bigger, style-led narratives to elevate salience.
- 57% non-users despite high awareness — target neutral middle with new-to-brand offers.
- Buzz (28%) and lower earned volume vs. larger peers limit spillover; engineer “moments.”
Recommended Strategic Focus:
Pair price leadership with proof of quality and style. Drive cultural resonance via limited-edition collabs, inclusive casting, and community partnerships. Use loyalty + family bundles to increase frequency and convert non-users.
The Public Signal Gap Index™ (PSGI™) compares what the public thinks (survey data) with what the media says (earned media signals). This diagnostic highlights alignment—or misalignment—across trust, innovation, reputation, and perception.
| BES Dimension | Survey Signal | Media Signal | Risk Level |
|---|---|---|---|
| Trust | 54% trust | Coverage emphasizes affordability and accessibility; clearer quality/sourcing proof can lift confidence | Low |
| Innovation | 11.2 score | Limited breakthrough coverage; innovation stories get outshouted by promotions | Moderate |
| Reputation | 61.3 score | Stable, value-led reputation; fewer premium cues vs. leaders | Low |
| Perception | 67.8 score | Framing dominated by deals/basics; needs more style/quality storytelling | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign narrative and close trust/innovation gaps
Low = Public signal and media narrative in alignment
The North Face pairs high awareness with outdoor performance authority—trust and perception scores show room to strengthen.
With 81% awareness and 55% favorability, The North Face’s Brand Equity Score™ reflects a respected position in outdoor and lifestyle markets. Trust and perception scores trail leaders, signaling the opportunity to amplify transparency, innovation, and community impact narratives.
This BES snapshot shows how elevating ESG proof, tech storytelling, and lifestyle resonance can boost brand equity across audiences.
— MeasuredI/O BES Insights Team
| Dimension | The North Face Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 9.5 | Nike – 15.6 | –6.1 |
| Trust | 46.2 | Levi’s – 57.4 | –11.2 |
| Perception | 56.8 | Levi’s – 78.9 | –22.1 |
| Reputation | 67.5 | Nike – 70.8 | –3.3 |
| Composite | 77.1 | Levi’s – 90.0 | –12.9 |
Quantitative Lens — The North Face (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. The North Face combines high awareness with solid reputation and favorable sentiment. The clearest upsides: lifting perception with bigger cultural moments and raising innovation salience in earned and owned channels.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 81% | Strong familiarity with room to grow |
| Favorability | 55% | Solid goodwill anchored in outdoor performance |
| Trust Index | 46% | Confidence present; clarify ethics/quality to the unsure 43% |
| Perceived Value | 47% | Value seen but under-articulated for many respondents |
| Brand Advocacy Index™ | +31 NPS | Positive advocacy; broaden the promoter base |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gap observed. Public sentiment is favorable, but earned-media share leans neutral with limited breakthrough stories. Elevating product innovation, sustainability, and expedition/athlete proof points will tighten alignment.
Moderate alignment — reputation solid; perception/innovation under-amplified
Insight: TNF is primed to grow. Scale proof-led launches (materials, packable warmth, circular repair), and localize community/wildland stewardship stories to lift trust and value clarity.
Qualitative Lens — The North Face (Earned Media Signals, Q2 2025)
The earned-media narrative emphasizes performance, durability, and outdoor culture. Coverage is broadly positive with a high neutral share, indicating room to engineer more distinctive, innovation-forward and purpose-led moments that travel beyond the core enthusiast audience.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Technical materials and performance design; limited breakthrough story share | Moderate lift — opportunity to spotlight R&D and athlete-proof |
| Trust & Ethics | Quality/durability coverage; need clearer sourcing and sustainability proof | Supports trust; transparency can raise confidence |
| Corporate Culture | Adventure-forward ethos; employer pride mixed | Stable; room to elevate talent magnetism |
| Community Impact | Outdoor access, local trail/park programs | Positive base; localize and scale amplification |
Medium volume; performance-positive but culturally quiet — create bigger moments
Insight: Orchestrate tentpole drops (athlete expeditions, collabs, sustainability milestones) to boost perception and innovation salience while reinforcing trust.
Brand Equity Opportunity – The North Face
What to Leverage:
- Reputation strength (64.3) and favorable sentiment (55%) anchored in performance credibility.
- High awareness (81%) with broad recognition across outdoor and lifestyle segments.
- Community-positive base (39%) — stewardship and access programs resonate locally.
What to Watch:
- Perception (57.7) trails leaders — limited culture-driving coverage vs. neutral share.
- Innovation (9.6) under-indexes; tech stories lack breakthrough moments.
- 65% non-users despite high awareness — conversion and frequency are the growth levers.
Recommended Strategic Focus:
Double down on proof-led innovation (materials science, durability, circular repair) and engineer larger cultural moments through athlete expeditions and purpose collabs. Localize community impact and trail access initiatives to elevate trust and value clarity while driving trial.
The Public Signal Gap Index™ (PSGI™) compares what the public thinks (survey data) with what the media says (earned media signals). This diagnostic highlights alignment—or misalignment—across trust, innovation, reputation, and perception.
| BES Dimension | Survey Signal | Media Signal | Risk Level |
|---|---|---|---|
| Trust | 46% trust | Coverage supports quality/durability; clearer sourcing & ESG proof can lift confidence | Low |
| Innovation | 9.6 score | Technical stories present but not breakout; innovation diluted by high neutral share | Moderate |
| Reputation | 64.3 score | Positive legacy and performance framing; steady sentiment | Low |
| Perception | 57.7 score | Underweighted cultural moments vs. neutral coverage; opportunity to amplify | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign narrative and close trust/innovation gaps
Low = Public signal and media narrative in alignment
Ralph Lauren blends prestige awareness with lifestyle authority—biggest lifts are trust-building and modern innovation salience.
With 89% awareness and 54% favorability, the Brand Equity Score™ reflects durable reputation and aspirational appeal. Trust trails leaders and innovation cues are underweighted in media—presenting clear opportunities to strengthen confidence and modernity without diluting heritage.
This BES snapshot underscores the path to align timeless craftsmanship with transparent ESG proof and design-forward storytelling.
— MeasuredI/O BES Insights Team
| Dimension | Ralph Lauren Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 9.2 | Nike – 15.6 | –6.4 |
| Trust | 39.4 | Levi’s – 57.4 | –18.0 |
| Perception | 56.3 | Levi’s – 78.9 | –22.6 |
| Reputation | 65.3 | Nike – 70.8 | –5.5 |
| Composite | 79.3 | Levi’s – 90.0 | –10.7 |
Quantitative Lens — Ralph Lauren (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Ralph Lauren’s profile shows strong reputation and heritage appeal but an opportunity to boost trust and innovation salience.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 89% | Widely recognized premium brand |
| Favorability | 54% | Appealing to aspirational consumers; room to lift sentiment |
| Trust Index | 43% | High uncertainty (44%) indicates trust-building headroom |
| Perceived Value | 45% | Premium pricing needs clearer value proof |
| Brand Advocacy Index™ | +33 NPS | Solid advocacy; potential to grow promoter base |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gap observed. Premium heritage and style leadership are core, but innovation and ESG proof points under-index in earned media. Elevating these narratives will improve alignment.
Moderate alignment — reputation stable; innovation/trust need lift
Insight: Ralph Lauren can strengthen its market position by showcasing innovation in materials/design and amplifying ESG commitments alongside its heritage storytelling.
Qualitative Lens — Ralph Lauren (Earned Media Signals, Q2 2025)
Earned-media narratives focus on luxury heritage, craftsmanship, and fashion leadership. Innovation and sustainability stories appear less often, limiting modern relevance cues.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Classic design excellence; limited modern innovation coverage | Light lift — modernization narrative needed |
| Trust & Ethics | Luxury quality perception; sourcing transparency limited | Opportunity to increase trust through proof and openness |
| Corporate Culture | Prestigious, design-led culture | Supports heritage but may seem traditional to younger talent |
| Community Impact | Selective philanthropic initiatives | Positive base; low media amplification |
Medium volume, heritage-led; modern innovation and ESG stories underrepresented
Insight: Build relevance with innovation-forward storytelling and transparent sustainability reporting to complement luxury heritage.
Brand Equity Opportunity – Ralph Lauren
What to Leverage:
- Strong reputation (65.3) and perception (56.3) within premium fashion.
- High awareness (89%) and heritage prestige drive aspirational appeal.
- Solid advocacy (NPS +33) offers a base to expand promoter reach.
What to Watch:
- Trust (39.4) significantly trails leaders — build transparency and responsible sourcing narratives.
- Innovation (9.2) lacks presence; introduce modern, design-led proof stories.
- Perception gap vs. leaders — cultural relevance needs reinforcing with younger audiences.
Recommended Strategic Focus:
Maintain heritage appeal while modernizing relevance: amplify innovative design processes, expand sustainability leadership, and activate cultural partnerships to refresh the brand story for new demographics.
The Public Signal Gap Index™ (PSGI™) compares what the public thinks (survey data) with what the media says (earned media signals). This diagnostic highlights alignment—or misalignment—across trust, innovation, reputation, and perception.
| BES Dimension | Survey Signal | Media Signal | Risk Level |
|---|---|---|---|
| Trust | 43% trust | Luxury quality perception; sourcing and ESG proof limited | Moderate |
| Innovation | 9.2 score | Innovation narratives rare; design modernity underplayed | Moderate |
| Reputation | 65.3 score | Heritage prestige and quality perception maintain positive sentiment | Low |
| Perception | 56.3 score | Positive within loyal base; needs cultural refresh to attract younger audiences | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign narrative and close trust/innovation gaps
Low = Public signal and media narrative in alignment
Dior’s luxury heritage drives prestige awareness—headroom exists in trust, value clarity, and innovation salience.
With 80% awareness and 42% favorability, Dior’s Brand Equity Score™ reflects strong recognition in luxury. The lift opportunity is to raise trust and perceived value while increasing innovation visibility for stronger cultural relevance.
This BES snapshot highlights Dior’s path to align heritage storytelling with modern innovation and transparency to deepen consumer confidence.
— MeasuredI/O BES Insights Team
| Dimension | Dior Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 9.2 | Nike – 15.6 | –6.4 |
| Trust | 32.5 | Levi’s – 57.4 | –24.9 |
| Perception | 44.2 | Levi’s – 78.9 | –34.7 |
| Reputation | 61.3 | Nike – 70.8 | –9.5 |
| Composite | 74.5 | Levi’s – 90.0 | –15.5 |
Quantitative Lens — Dior (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Dior enjoys luxury prestige and high awareness but shows opportunity in lifting trust, value, and innovation scores to compete more effectively in the modern luxury landscape.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 80% | Strong global luxury recognition |
| Favorability | 42% | Appeal to luxury consumers; large neutral segment |
| Trust Index | 36% | Over half of respondents uncertain — trust building needed |
| Perceived Value | 37% | Premium pricing lacks clear value proof for many |
| Brand Advocacy Index™ | +25 NPS | Moderate advocacy; scope to lift promoter share |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gap observed. Dior’s heritage and style leadership are established, but trust and innovation cues under-index in earned-media narratives.
Moderate alignment — heritage strong; modern relevance needs lift
Insight: Elevating transparent sourcing, sustainability leadership, and product innovation proof can strengthen trust and relevance among new luxury buyers.
Qualitative Lens — Dior (Earned Media Signals, Q2 2025)
Earned-media narratives center on luxury fashion, craftsmanship, and heritage prestige. Innovation-forward content is sparse, limiting modern resonance and competitive differentiation in the fast-evolving luxury market.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Craftsmanship focus; limited coverage of technological or design innovation | Minimal lift — opportunity to modernize innovation image |
| Trust & Ethics | Luxury quality; sourcing transparency rarely discussed | Potential to strengthen trust with clearer ESG proof |
| Corporate Culture | Prestige and exclusivity positioning | Supports heritage image; may limit accessibility perception |
| Community Impact | Selective high-profile philanthropic efforts | Positive but niche in reach and amplification |
Medium volume, heritage-driven; innovation and ESG stories underrepresented
Insight: Modernize media footprint with innovation showcases and transparent sustainability leadership to match luxury peers evolving faster in these spaces.
Brand Equity Opportunity – Dior
What to Leverage:
- Luxury heritage and craftsmanship elevate brand prestige globally.
- Strong awareness (80%) ensures high market familiarity.
- Reputation score (61.3) supported by quality perception among core buyers.
What to Watch:
- Trust (32.5) and Perceived Value (37%) trail luxury peers — transparency and value proof are critical.
- Innovation (9.2) underrepresented in media narratives; limited modernity cues.
- Large neutral segment limits advocacy potential; conversion to promoters needed.
Recommended Strategic Focus:
Preserve heritage while modernizing brand relevance. Elevate innovation storytelling, expand ESG proof points, and drive inclusive cultural moments to engage younger luxury consumers.
The Public Signal Gap Index™ (PSGI™) compares what the public thinks (survey data) with what the media says (earned media signals). This diagnostic highlights alignment—or misalignment—across trust, innovation, reputation, and perception.
| BES Dimension | Survey Signal | Media Signal | Risk Level |
|---|---|---|---|
| Trust | 36% trust | Quality perception solid; transparency and ESG coverage minimal | Moderate |
| Innovation | 9.2 score | Craftsmanship focus overshadows innovation narratives | Moderate |
| Reputation | 61.3 score | Prestige heritage sustains positive sentiment | Low |
| Perception | 44.2 score | Luxury-led framing lacks modern cultural connection | High |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
High = Significant misalignment in public vs. media signals
Moderate = Opportunity to close trust/innovation gaps
Low = Public signal and media narrative in alignment
H&M’s global recognition and affordability positioning provide scale—opportunity lies in lifting trust, value clarity, and perception.
With 73% awareness and 37% favorability, H&M’s Brand Equity Score™ reflects broad reach but a sizable neutral base. While value perceptions are present, trust and perception trail leaders—innovation salience and ethical sourcing visibility can close the gap.
This BES snapshot shows how integrating quality, sustainability, and design proof points can unlock conversion and advocacy.
— MeasuredI/O BES Insights Team
| Dimension | H&M Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 8.0 | Nike – 15.6 | –7.6 |
| Trust | 29.5 | Levi’s – 57.4 | –27.9 |
| Perception | 39.5 | Levi’s – 78.9 | –39.4 |
| Reputation | 56.8 | Nike – 70.8 | –14.0 |
| Composite | 71.7 | Levi’s – 90.0 | –18.3 |
Quantitative Lens — H&M (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. H&M’s high awareness and value positioning are tempered by lower trust and perception scores. Elevating quality, innovation, and ethical sourcing narratives will help close these gaps.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 73% | Strong global recognition in fast fashion |
| Favorability | 37% | Large neutral segment offers conversion potential |
| Trust Index | 33% | Over half unsure — room to strengthen trust |
| Perceived Value | 37% | Affordable but quality perceptions vary |
| Brand Advocacy Index™ | +16 NPS | Lower advocacy; loyalty drivers need reinforcement |
Brand Alignment Gap Index™ (BAGI™)
High Gap observed. Affordability resonates with consumers, but earned-media narratives underrepresent quality, innovation, and ESG progress—leading to weaker perception and trust alignment.
High misalignment — affordability strong; innovation and trust cues lag
Insight: H&M must rebalance its narrative by integrating quality, sustainable design, and innovation proof points alongside price leadership.
Qualitative Lens — H&M (Earned Media Signals, Q2 2025)
Earned-media narratives focus on affordability, seasonal collections, and collaborations. Quality, innovation, and ESG progress are less emphasized, weakening alignment with consumer aspirations.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Focus on collaborations and seasonal updates | Light lift — innovation narrative underdeveloped |
| Trust & Ethics | Sourcing transparency and ESG reporting inconsistent | Weakens trust despite affordability advantage |
| Corporate Culture | Fast-paced, trend-led culture | Supports agility but may raise sustainability concerns |
| Community Impact | Limited coverage of local/community initiatives | Missed opportunity to lift reputation |
Medium volume, affordability-led; quality, innovation, and ESG underrepresented
Insight: Integrate proof-led quality, sustainability, and innovation content into major campaigns to improve trust and perception alignment.
Brand Equity Opportunity – H&M
What to Leverage:
- Strong global brand awareness (73%) and wide distribution footprint.
- Affordability positioning appeals to broad segments.
- Collaborations and trend responsiveness maintain relevance.
What to Watch:
- Low trust score (29.5) and perception (39.5) compared to leaders.
- Innovation (8.0) underrepresented in earned-media coverage.
- Sustainability and ESG efforts not consistently visible to consumers.
Recommended Strategic Focus:
Elevate quality and ESG narratives to bolster trust and perception. Launch high-profile sustainability initiatives and integrate innovation stories into mainstream campaigns to shift consumer sentiment and attract advocates.
The Public Signal Gap Index™ (PSGI™) compares what the public thinks (survey data) with what the media says (earned media signals). This diagnostic highlights alignment—or misalignment—across trust, innovation, reputation, and perception.
| BES Dimension | Survey Signal | Media Signal | Risk Level |
|---|---|---|---|
| Trust | 33% trust | Affordability emphasized; inconsistent quality/ESG proof in media | High |
| Innovation | 8.0 score | Limited breakthrough stories; collabs drive trend but not innovation leadership | High |
| Reputation | 56.8 score | Stable within loyal shoppers; weaker with premium/value-seeking segments | Moderate |
| Perception | 39.5 score | Dominated by affordability; lacks quality and innovation emphasis | High |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
High = Significant misalignment in public vs. media signals
Moderate = Opportunity to close trust/innovation gaps
Low = Public signal and media narrative in alignment
Lululemon’s premium athleisure profile delivers strong reputation—trust, value, and innovation perception present lift opportunities.
With 72% awareness but a high non-user rate (76%), Lululemon’s Brand Equity Score™ reflects a loyal niche base with headroom to expand. While reputation and product quality perceptions are solid, trust, value clarity, and innovation salience trail the leaders.
This BES snapshot shows why Lululemon can grow by balancing exclusivity with accessibility, and amplifying its innovation and ESG leadership stories.
— MeasuredI/O BES Insights Team
| Dimension | Lululemon Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 7.6 | Nike – 15.6 | –8.0 |
| Trust | 27.2 | Levi’s – 57.4 | –30.2 |
| Perception | 33.0 | Levi’s – 78.9 | –45.9 |
| Reputation | 61.7 | Nike – 70.8 | –9.1 |
| Composite | 70.6 | Levi’s – 90.0 | –19.4 |
Quantitative Lens — Lululemon (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Lululemon’s strong brand reputation is offset by lower trust, value, and innovation perceptions. Large non-user and neutral segments provide growth opportunities.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 72% | Strong in core markets; room to expand reach |
| Favorability | 31% | High neutrality signals conversion potential |
| Trust Index | 31% | Over half unsure — trust building essential |
| Perceived Value | 31% | Premium pricing needs stronger value articulation |
| Brand Advocacy Index™ | +26 NPS | Loyal advocates present; base can expand |
Brand Alignment Gap Index™ (BAGI™)
High Gap observed. Reputation outpaces trust, perception, and innovation in media narratives. More proof-led product, ESG, and design stories needed.
High misalignment — reputation strong; innovation/trust need lift
Insight: Focus on trust-building via transparency and ESG proof, paired with innovation storytelling in design and materials science.
Qualitative Lens — Lululemon (Earned Media Signals, Q2 2025)
Earned-media coverage highlights brand lifestyle and community engagement. Innovation stories are sporadic, and ESG visibility is low given category trends toward sustainability leadership.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Product quality focus; limited cutting-edge tech/design emphasis | Minimal lift — underleveraged competitive angle |
| Trust & Ethics | Community building and positive brand culture | Supports loyalty; transparency could lift trust |
| Corporate Culture | Performance lifestyle image | Strong aspirational positioning; exclusivity may limit reach |
| Community Impact | Events and wellness engagement | Positive local sentiment; low national/international amplification |
Medium volume; lifestyle-led; innovation and ESG cues underweighted
Insight: Integrate innovation and sustainability proof into lifestyle narrative to balance aspiration with modern relevance.
Brand Equity Opportunity – Lululemon
What to Leverage:
- Strong reputation (61.7) and brand lifestyle appeal within core segments.
- High awareness (72%) in target markets; brand loyalty among current users.
- Positive association with wellness and community engagement.
What to Watch:
- Trust (27.2) and Perceived Value (31%) lag significantly; need clearer quality/value proof.
- Innovation score (7.6) under-indexes in earned-media coverage.
- Large non-user segment (76%) despite strong brand awareness.
Recommended Strategic Focus:
Build broader trust through transparent sourcing, quality guarantees, and sustainability leadership. Increase innovation salience with product design showcases and materials science features in campaigns targeting new users.
The Public Signal Gap Index™ (PSGI™) compares what the public thinks (survey data) with what the media says (earned media signals). This diagnostic highlights alignment—or misalignment—across trust, innovation, reputation, and perception.
| BES Dimension | Survey Signal | Media Signal | Risk Level |
|---|---|---|---|
| Trust | 31% trust | Positive brand culture coverage; transparency on sourcing/sustainability low | High |
| Innovation | 7.6 score | Innovation cues present in product launches but not dominant in narrative | High |
| Reputation | 61.7 score | Strong lifestyle/reputation framing among loyal customers | Low |
| Perception | 33.0 score | Brand positioned as premium; broader lifestyle/culture connection limited | High |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
High = Significant misalignment in public vs. media signals
Moderate = Opportunity to close trust/innovation gaps
Low = Public signal and media narrative in alignment
Vuori’s emerging profile shows strong product potential—largest lift is in trust, value clarity, and perception salience.
With 27% awareness and a high non-user base (87%), Vuori’s Brand Equity Score™ reflects an early-stage brand with headroom across every equity dimension. Priority: build trust and perceived value while engineering culturally resonant moments that scale beyond the core.
This BES snapshot highlights how targeted awareness, proof-of-quality, and community storytelling can accelerate conversion and advocacy.
— MeasuredI/O BES Insights Team
| Dimension | Vuori Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 6.0 | Nike – 15.6 | –9.6 |
| Trust | 18.7 | Levi’s – 57.4 | –38.7 |
| Perception | 22.9 | Levi’s – 78.9 | –56.0 |
| Reputation | 58.1 | Nike – 70.8 | –12.7 |
| Composite | 63.4 | Levi’s – 90.0 | –26.6 |
Quantitative Lens — Vuori (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Vuori remains early-stage in national penetration: low awareness, low engagement, and large “unsure” cohorts across trust and value. NPS (+13) indicates a small but real promoter base to cultivate.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 27% | Significant headroom for brand building |
| Favorability | 12% | Neutral majority; conversion opportunity |
| Trust Index | 12% | 82% unsure — credibility story underdeveloped |
| Perceived Value | 13% | Premium rationale unclear for most consumers |
| Brand Advocacy Index™ | +13 NPS | Early advocates present; expand through proof-based experience |
Brand Alignment Gap Index™ (BAGI™)
High Gap observed. Public awareness and trust/value are low, and earned-media salience is minimal. Vuori needs outsized proof moments to close perception gaps quickly.
High misalignment — low share of voice and weak value clarity
Insight: Scale discovery (creators/athletes, retail partnerships), anchor value with durability/fit guarantees, and publish transparent sourcing/ESG to build trust.
Qualitative Lens — Vuori (Earned Media Signals, Q2 2025)
Coverage volume is low; narratives skew lifestyle and comfort with few breakthrough tech or community stories. To cut through, Vuori must deliberately engineer “moments” that travel beyond the core.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Comfort/fit emphasis; limited materials-science storytelling | Minimal lift — introduce tech proof points |
| Trust & Ethics | Brand ethos positive; sourcing/ESG not visible | Trust suppressed by uncertainty |
| Corporate Culture | Emerging lifestyle brand identity | Appeal among early adopters; lacks scale cues |
| Community Impact | Few publicized local partnerships | Underleveraged for reputation and discovery |
Low-to-medium volume; lifestyle-led; needs tech and community “proof”
Insight: Pair product-tech demos and athlete validation with localized wellness/community programs to raise trust and perception simultaneously.
Brand Equity Opportunity – Vuori
What to Leverage:
- Distinct comfort/fit proposition in athleisure; early advocates (NPS +13).
- Clean, modern brand world with lifestyle relevance.
- Agility to test creator/retail partnerships and localized activations.
What to Watch:
- Trust (18.7) and Perception (22.9) significantly trail category leaders.
- Low earned share of voice; minimal innovation/ESG proof in market.
- High non-user base (87%) despite premium price positioning.
Recommended Strategic Focus:
Accelerate awareness via creator/athlete seeding and retail expansions; launch proof-led campaigns (durability/fit guarantees, lab tests) to clarify value; publish transparent ESG and sourcing. Engineer cultural “moments” (collabs, events) to raise perception and conversion.
The Public Signal Gap Index™ (PSGI™) compares what the public thinks (survey data) with what the media says (earned media signals). This diagnostic highlights alignment—or misalignment—across trust, innovation, reputation, and perception.
| BES Dimension | Survey Signal | Media Signal | Risk Level |
|---|---|---|---|
| Trust | 12% trust | Positive brand tone but scarce sourcing/ESG proof; credibility unformed | High |
| Innovation | 6.0 score | Comfort narrative dominates; limited materials-science/tech storytelling | High |
| Reputation | 58.1 score | Positive lifestyle framing among early adopters | Low |
| Perception | 22.9 score | Low share of voice; limited cultural resonance beyond niche | High |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
High = Significant misalignment in public vs. media signals
Moderate = Opportunity to close trust/innovation gaps
Low = Public signal and media narrative in alignment
Brand Equity Score™ reflects publicly available signals captured via Morning Consult (quantitative survey indicators) and Meltwater (earned media analytics), combined with MeasuredI/O’s proprietary scoring methodology. All trademarks and brand names are the property of their respective owners. This analysis is interpretive and for informational purposes only.
Who's Winning in
retail?
A Comprehensive Benchmark Built on Real-World Signals & Public Opinion
Q2 2025 Brand Equity Score™ – Retail Top 5
| Rank | Brand | Composite BES™ | Innovation | Trust | Perception | Reputation |
|---|---|---|---|---|---|---|
| 1 | Costco | 88.1 | 86 | 87 | 85 | 94 |
| 2 | Walmart | 86.8 | 83 | 86 | 84 | 88 |
| 3 | The Home Depot | 82.0 | 80 | 84 | 82 | 82 |
| 4 | Kohl’s | 71.2 | 68 | 72 | 70 | 75 |
| 5 | Macy’s | 69.5 | 66 | 69 | 68 | 75 |
Dig Deeper: Brand-by-Brand Analysis
Click any brand to view its full profile, including quantitative insights from public surveys and qualitative signals from media sentiment.
Costco turns loyalty and membership value into unmatched retail advocacy.
With a reputation anchored in value, trust, and member satisfaction, Costco leads the retail category on advocacy and long-term reputation. The Brand Equity Score™ reflects a balanced profile — high trust, strong perception, and industry-leading reputation, backed by one of the highest Net Promoter Scores in retail.
This BES snapshot shows why Costco’s member-first model delivers durable brand equity while leaving only a narrow innovation perception gap to close.
— MeasuredI/O BES Insights Team
| Dimension | Costco Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 86 | Walmart – 88 | –2 |
| Trust | 87 | Costco – 87 | — |
| Perception | 85 | Costco – 85 | — |
| Reputation | 94 | Costco – 94 | — |
| Composite | 88.1 | 88.1 | — |
Quantitative Lens — Costco (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Costco’s profile is defined by industry-leading advocacy, strong trust, and a reputation reinforced by its value-driven membership model.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 94% | Near-universal brand familiarity among U.S. consumers |
| Favorability | 66% | Strong goodwill from loyal membership base |
| Trust Index | 87% | High trust driven by consistent value and service |
| Perceived Value | 64% | Reputation for quality + savings via membership model |
| Brand Advocacy Index™ | +46 | Exceptional NPS reflecting strong customer loyalty |
Brand Alignment Gap Index™ (BAGI™)
Minor Gaps present. Innovation perception trails slightly behind peers, but trust, perception, and reputation remain fully aligned.
Moderate alignment — high trust/reputation, slight innovation gap
Insight: Leveraging technology and sustainability leadership in communications could close the innovation perception gap without sacrificing Costco’s trusted value narrative.
Qualitative Lens — Costco (Earned Media Signals, Q2 2025)
Costco’s earned media narrative is dominated by value leadership, member benefits, and operational efficiency, with strong sentiment lift from community and sustainability stories.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Operational efficiency, selective tech adoption | Moderate lift — less visible than value stories |
| Trust & Ethics | Consistent pricing, member-first policies | Strengthens category-leading trust |
| Corporate Culture | Employee loyalty, strong workplace reputation | Reinforces trust and perception |
| Community Impact | Charitable giving, disaster relief | Positive local and national sentiment |
High volume, value-led narrative with strong trust and advocacy reinforcement
Insight: Innovation messaging, particularly around sustainability and digital experience, could elevate Costco’s already strong equity profile.
Brand Equity Opportunity – Costco
What to Leverage:
- Category-leading trust (87%) and reputation (94) cement Costco’s value and loyalty advantage.
- Strong perception (85) supported by consistent member benefits and service quality.
- High NPS (+46) reflects exceptional advocacy potential.
What to Watch:
- Innovation perception (86) slightly trails leaders, leaving a modest perception gap.
- Media narratives focus heavily on value, with less visibility for tech or sustainability leadership.
- Employer brand admiration split (50/50), indicating room for cultural storytelling.
Recommended Strategic Focus:
Continue leveraging Costco’s trust and value dominance while closing the small innovation gap through sustainability and tech-forward narratives. Amplifying employer brand strengths will further cement its leadership in retail equity.
The Public Signal Gap Index™ (PSGI™) compares what the public thinks (survey data) with what the media says (earned media signals). This diagnostic highlights alignment—or misalignment—across trust, innovation, reputation, and perception.
| BES Dimension | Survey Signal | Media Signal | Risk Level |
|---|---|---|---|
| Trust | 87% trust | Consistent value + member-first policies in coverage | Low |
| Innovation | 86 score | Operational efficiency + sustainability tech stories | Moderate |
| Reputation | 94 score | Positive sentiment + loyalty-driven narratives | Low |
| Perception | 85 score | Value leadership framing in media | Low |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign narrative and close trust/innovation gaps
Low = Public signal and media narrative in alignment
Walmart converts unmatched market penetration into scale-driven value leadership.
With near-universal awareness and a powerful value proposition, Walmart dominates U.S. retail in accessibility and price perception. The Brand Equity Score™ shows strong trust, broad perception strength, and a reputation built on consistency — while highlighting a modest innovation perception gap to close.
This BES snapshot illustrates Walmart’s scale advantage and community impact leadership, with headroom to amplify innovation and employer brand appeal.
— MeasuredI/O BES Insights Team
| Dimension | Walmart Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 88 | Walmart – 88 | — |
| Trust | 84 | Costco – 87 | –3 |
| Perception | 83 | Costco – 85 | –2 |
| Reputation | 86 | Costco – 94 | –8 |
| Composite | 85.3 | 88.1 | –2.8 |
Quantitative Lens — Walmart (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Walmart delivers consistent strength in value perception and community impact, paired with high awareness and broad market reach.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 97% | Near-universal recognition across demographics |
| Favorability | 78% | Strong appeal with opportunity to convert neutrals |
| Trust Index | 84% | Confidence in pricing, selection, and convenience |
| Perceived Value | 75% | Market leader in value perception |
| Brand Advocacy Index™ | +32 | Healthy advocacy with room to strengthen loyalty |
Brand Alignment Gap Index™ (BAGI™)
Minor Gaps present. Trust and perception trail slightly behind leaders, and reputation lags Costco by a notable margin.
Moderate alignment — high awareness and value strength, modest trust/reputation gap
Insight: Closing trust and reputation gaps through visible ESG efforts, innovation storytelling, and employer brand elevation can further consolidate Walmart’s leadership.
Qualitative Lens — Walmart (Earned Media Signals, Q2 2025)
Walmart’s earned media profile emphasizes value, convenience, and supply chain scale. ESG and innovation narratives are present but underweighted compared to operational dominance stories.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | E-commerce expansion, automation | Moderate lift — overshadowed by value stories |
| Trust & Ethics | Community giving, disaster relief | Strengthens community perception |
| Corporate Culture | Mixed coverage on labor practices | Opportunity to strengthen employer brand |
| Community Impact | National/local partnerships | Drives positive sentiment |
High volume, value-led narrative, limited innovation coverage
Insight: Increasing the weight of innovation and ESG narratives could elevate Walmart’s perception and reputation scores.
Brand Equity Opportunity – Walmart
What to Leverage:
- Ubiquity + Value Leadership: Near-universal awareness (97%) and category-best value perception power mass reach and frequency.
- Omnichannel Scale: E-commerce, curbside, and last-mile capabilities create convenience advantages to translate into perception gains.
- Community Footprint: National/local partnerships and disaster relief drive positive community sentiment that can be amplified.
- Data & Personalization: Rich transaction data enables segmented offers to convert neutrals and increase basket size.
What to Watch:
- Trust/Reputation delta vs. Costco: Perceived labor/ESG gaps can suppress reputation despite operational wins.
- Innovation Salience: Automation and marketplace growth are underweighted in public narrative versus “everyday low price.”
- Experience Consistency: Store-level variability and service pain points can cap advocacy and NPS growth.
- Employer Brand: Split admiration indicates retention/talent risks without clearer mobility and culture stories.
Recommended Strategic Focus:
Convert scale into signal. Elevate proof-points on innovation (automation, AI-assortment, last-mile), and publish frequent, verified ESG progress to close trust/reputation gaps. Use precision loyalty (personalized offers, Walmart+ benefits storytelling) to move the neutral middle and raise frequency among light shoppers. Operationally, prioritize in-store consistency and frontline empowerment to lift experience scores at the tail. Employer brand: highlight career ladders and community impact to strengthen pride and retention.
The Public Signal Gap Index™ (PSGI™) compares what the public thinks (survey data) with what the media says (earned media signals). This diagnostic highlights alignment—or misalignment—across trust, innovation, reputation, and perception.
| BES Dimension | Survey Signal | Media Signal | Risk Level |
|---|---|---|---|
| Trust | 84% trust | Community and value-led coverage, occasional labor scrutiny | Moderate |
| Innovation | 88 score | E-commerce growth, automation stories present but not dominant | Low |
| Reputation | 86 score | Positive value-led framing, limited innovation emphasis | Moderate |
| Perception | 83 score | Strong value framing, modest ESG narrative penetration | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign narrative and close trust/innovation gaps
Low = Public signal and media narrative in alignment
Home Depot blends near-universal awareness with trusted expertise and project leadership.
As the go-to brand for home improvement, Home Depot scores high on trust, value perception, and community impact. The Brand Equity Score™ shows a balanced profile with strong advocacy, while revealing an opportunity to further amplify innovation narratives and close moderate trust/perception gaps.
This BES snapshot shows why Home Depot’s reliability and service orientation anchor its category leadership, with room to expand cultural relevance and customer engagement.
— MeasuredI/O BES Insights Team
| Dimension | Home Depot Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 85 | Walmart – 88 | –3 |
| Trust | 84 | Costco – 87 | –3 |
| Perception | 84 | Costco – 85 | –1 |
| Reputation | 87 | Costco – 94 | –7 |
| Composite | 85.0 | 88.1 | –3.1 |
Quantitative Lens — Home Depot (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Home Depot delivers strength in trust, perceived value, and community impact, with broad awareness and a strong reputation in home improvement expertise.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 95% | Nearly universal recognition |
| Favorability | 76% | High consumer goodwill |
| Trust Index | 84% | Strong integrity and reliability perception |
| Perceived Value | 70% | Clear price-quality advantage |
| Brand Advocacy Index™ | +35 | Solid advocacy from loyal customers |
Brand Alignment Gap Index™ (BAGI™)
Minor Gaps in reputation and innovation perception compared to leaders.
Strong alignment — home improvement expertise solidifies trust; innovation could be more visible
Insight: Elevating innovation and ESG storytelling will reinforce Home Depot’s leadership and relevance.
Qualitative Lens — Home Depot (Earned Media Signals, Q2 2025)
Home Depot’s earned media profile emphasizes expertise, community involvement, and value, with less emphasis on innovation narratives.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Tool rental expansion, online service enhancements | Moderate lift — overshadowed by operational stories |
| Trust & Ethics | Positive community engagement coverage | Strengthens trust leadership |
| Corporate Culture | Mixed coverage of workplace practices | Opportunity to build employer brand |
| Community Impact | National projects, local partnerships | Boosts perception and advocacy |
Strong reliability and value narrative; innovation underweighted
Insight: A more innovation-forward media strategy could close minor perception gaps and expand relevance.
Brand Equity Opportunity – Home Depot
What to Leverage:
- Project Authority: Trusted expertise, tool rental, and how-to guidance create defensible differentiation vs. general retailers.
- Strong Value + Trust: Clear price-quality equation and community programs drive dependable goodwill.
- Pro/DIY Flywheel: Pro services and DIY education reinforce frequency and multi-category attachment.
- Omnichannel Readiness: BOPIS/curbside and inventory visibility enhance convenience for time-sensitive projects.
What to Watch:
- Innovation Visibility: Digital improvements and tool ecosystem advances are under-recognized in media vs. operational stories.
- Reputation Gap vs. Leader: Costco’s loyalty halo compresses relative reputation; elevate distinctive strengths (expert help, pro services).
- Employer Perception: Mixed workplace coverage can dampen advocacy; spotlight training and advancement outcomes.
- Younger/Urban Penetration: Lighter awareness/usage in dense markets limits growth for small-space, renter segments.
Recommended Strategic Focus:
Make expertise visible. Scale content and partnerships (creators, trades) that dramatize project outcomes, speed, and savings. Package innovation proof-points (visual search, project calculators, connected tools) into consumer-friendly narratives. Expand small-space/project bundles and micro-formats to win urban renters. Strengthen employer brand by showcasing certifications, pay-progression, and community volunteerism to lift pride and reputation simultaneously.
The Public Signal Gap Index™ (PSGI™) compares what the public thinks (survey data) with what the media says (earned media signals). This diagnostic highlights alignment—or misalignment—across trust, innovation, reputation, and perception.
| BES Dimension | Survey Signal | Media Signal | Risk Level |
|---|---|---|---|
| Trust | 84% trust | Community and service stories dominate | Low |
| Innovation | 85 score | Tool rentals, digital integration, not core narrative | Moderate |
| Reputation | 87 score | Strong reliability focus, limited ESG media lift | Moderate |
| Perception | 84 score | Operational competence leads, fewer cultural stories | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign narrative and close trust/innovation gaps
Low = Public signal and media narrative in alignment
Kohl’s combines strong recognition with an urgent need to close engagement and trust gaps.
Kohl’s enjoys high national awareness and a solid base of favorability, but a sizable non-user segment and muted innovation salience limit growth. The Brand Equity Score™ highlights opportunities to clarify value, amplify community and ESG efforts, and energize a neutral middle that is yet to fully connect with the brand.
This BES snapshot points to a dual play: deepen existing customer relationships through exclusivity and omni-convenience, while reinvigorating relevance for neutrals and lapsed shoppers.
— MeasuredI/O BES Insights Team
| Dimension | Kohl’s Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 79 | Walmart – 88 | –9 |
| Trust | 76 | Costco – 87 | –11 |
| Perception | 75 | Costco – 85 | –10 |
| Reputation | 77 | Costco – 94 | –17 |
| Composite | 76.8 | 88.1 | –11.3 |
Quantitative Lens — Kohl’s (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Kohl’s exhibits high awareness and solid favorability, yet large opportunity gaps in usage and advocacy signal that brand strength is underleveraged.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 93% | National household recognition |
| Favorability | 63% | Solid baseline goodwill; potential in neutral segment |
| Trust Index | 76% | Confidence trails retail leaders |
| Perceived Value | 59% | Price–benefit message lacks distinctiveness |
| Brand Advocacy Index™ | +21 | Moderate NPS; loyalty potential untapped |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps in trust, reputation, and perception versus retail category leaders. Innovation stories exist but lack cultural weight.
Moderate alignment — improve value clarity and bring ESG, exclusivity, and experience to the forefront.
Insight: Target neutral and lapsed customers with proof of exclusivity, convenience, and local impact. Close the perception gap by linking promotions to quality and ESG stories.
Qualitative Lens — Kohl’s (Earned Media Signals, Q2 2025)
Kohl’s earned media narrative centers on seasonal promotions, partnerships, and loyalty offers. ESG and innovation coverage is sparse, diluting long-term equity building.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Store refreshes, digital upgrades | Light lift — not yet a defining brand pillar |
| Trust & Ethics | Occasional community and ESG mentions | Mixed influence; lacks sustained storytelling |
| Corporate Culture | Minimal employer brand presence | Underplays career growth and employee pride |
| Community Impact | Partnerships and sponsorships present but low-amplification | Positive yet low visibility |
Medium volume; promotion-led story crowds out values and innovation narratives
Insight: Increase media weight on ESG, exclusive product collaborations, and convenience innovations to shift brand narrative.
Brand Equity Opportunity – Kohl’s
What to Leverage:
- Broad Awareness: 93% recognition ensures a wide entry funnel.
- Promotions & Partnerships: Seasonal offers and alliances create timely foot traffic.
- Value Positioning: Solid price perception can be enhanced with quality and exclusivity cues.
- Community Presence: Existing local sponsorships provide a base for stronger ESG equity.
What to Watch:
- Engagement Gap: Nearly half of aware consumers are non-users.
- Trust & ESG Narrative: Sparse values-driven media limits emotional connection.
- Employer Brand: Low employee pride affects both talent and customer perception.
- Innovation Salience: Lacks a signature experience or product differentiator in media coverage.
Recommended Strategic Focus:
Convert awareness into active loyalty through omnichannel upgrades, exclusive brand launches, and hyper-local community engagement. Tie promotions to quality and ESG proof points to lift trust and perception. Introduce high-visibility partnerships or experiences that can serve as cultural “moments” and reinvigorate the brand story across channels.
The Public Signal Gap Index™ (PSGI™) compares what the public thinks (survey data) with what the media says (earned media signals). This diagnostic highlights alignment—or misalignment—across trust, innovation, reputation, and perception.
| BES Dimension | Survey Signal | Media Signal | Risk Level |
|---|---|---|---|
| Trust | 76% trust | Values and ESG coverage light; promotion-led stories dominate | Moderate |
| Innovation | 79 score | Store refreshes and tech upgrades receive minimal amplification | Low |
| Reputation | 77 score | Solid consumer sentiment; limited reinforcement in media | Moderate |
| Perception | 75 score | Media framing leans transactional vs. aspirational | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign narrative and close trust/innovation gaps
Low = Public signal and media narrative in alignment
Macy’s pairs iconic awareness with a value-and-experience refresh opportunity.
With strong national recognition and solid favorability, Macy’s remains a cornerstone of U.S. department store retail. The Brand Equity Score™ indicates dependable reputation and trust foundations, while spotlighting room to elevate innovation salience and convert a large neutral middle into active advocates.
This BES snapshot underscores Macy’s path: modernize the story (innovation, omnichannel, exclusive brands), amplify community impact, and convert passive familiarity into usage and loyalty.
— MeasuredI/O BES Insights Team
| Dimension | Macy’s Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 82 | Walmart – 88 | –6 |
| Trust | 78 | Costco – 87 | –9 |
| Perception | 77 | Costco – 85 | –8 |
| Reputation | 80 | Costco – 94 | –14 |
| Composite | 79.2 | 88.1 | –8.9 |
Quantitative Lens — Macy’s (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Macy’s shows strong awareness and solid favorability, with clear opportunities to reinforce trust, sharpen value storytelling, and increase engagement among neutral consumers.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 94% | Iconic national recognition |
| Favorability | 61% | Solid goodwill; large “no opinion” segment to convert |
| Trust Index | 78% | Confidence is present but under-communicated |
| Perceived Value | 55% | Mixed clarity on price–quality equation |
| Brand Advocacy Index™ | +22 | Moderate NPS; room to cultivate promoters |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps across trust, perception, and reputation relative to retail leaders. Innovation visibility exists but is not yet a core equity driver.
Moderate alignment — brand is well-known; elevate proof of value, experience, and exclusivity to move neutrals.
Insight: Clarify value beyond price (exclusive brands, curated experiences, seamless omni). Pair with visible ESG and employer brand progress to strengthen trust and reputation.
Qualitative Lens — Macy’s (Earned Media Signals, Q2 2025)
Macy’s earned media narrative centers on promotions, assortment, and heritage events, with growing coverage of omnichannel experiences. Innovation and ESG stories appear but are not yet dominant.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Omnichannel upgrades, experiential retail pilots | Light lift — overshadowed by promotion-led coverage |
| Trust & Ethics | Occasional ESG and community initiatives | Mixed impact; room for consistent proof-points |
| Corporate Culture | Employer brand stories under-amplified | Opportunity to drive pride and retention |
| Community Impact | Heritage events + local partnerships | Positive but not top-of-mind |
Medium volume, promotion-led narrative; innovation and ESG require stronger storytelling
Insight: Shift share-of-voice from discounts to differentiated experiences and values to boost perception and reputation.
Brand Equity Opportunity – Macy’s
What to Leverage:
- Iconic Awareness: 94% recognition creates a powerful top-of-funnel platform.
- Curated Differentiation: Exclusive labels and event heritage (e.g., tentpole brand moments) can shift narrative beyond promotions.
- Omnichannel Progress: Seamless buy-online-pickup and experience upgrades build convenience equity.
- Community Equity: Local partnerships and philanthropy drive positive sentiment when consistently surfaced.
What to Watch:
- Neutral Middle: Large “no opinion” segment suppresses perception and reputation.
- Value Clarity: Price promotions overshadow quality, exclusivity, and service proof-points.
- Employer Brand: Under-told culture and mobility stories limit advocacy and talent attraction.
- Innovation Salience: Omnichannel and experiential investments remain underweighted in media narrative.
Recommended Strategic Focus:
Rebalance the story from discount-first to distinctive value. Spotlight exclusive brands, fit/quality guarantees, and omni convenience in always-on storytelling. Package innovation proof (experience upgrades, digital convenience) into consumer-friendly content. Elevate employer brand via career-path transparency and associate spotlights. Localize community impact narratives to move the neutral middle and lift trust, perception, and reputation simultaneously.
The Public Signal Gap Index™ (PSGI™) compares what the public thinks (survey data) with what the media says (earned media signals). This diagnostic highlights alignment—or misalignment—across trust, innovation, reputation, and perception.
| BES Dimension | Survey Signal | Media Signal | Risk Level |
|---|---|---|---|
| Trust | 78% trust | ESG/community stories sporadic; promotion-led narrative dominates | Moderate |
| Innovation | 82 score | Omnichannel/experience upgrades appear but lack consistent weight | Low |
| Reputation | 80 score | Heritage positive; advocacy capped by discount-centric framing | Moderate |
| Perception | 77 score | Promotions overshadow exclusivity/experience stories | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign narrative and close trust/innovation gaps
Low = Public signal and media narrative in alignment
Brand Equity Score™ reflects publicly available signals captured via Morning Consult (quantitative survey indicators) and Meltwater (earned media analytics), combined with MeasuredI/O’s proprietary scoring methodology. All trademarks and brand names are the property of their respective owners. This analysis is interpretive and for informational purposes only.
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