Who's Winning the Reputation
Game in Consumer Packaged Goods?
See how Coca-Cola, Kellogg's, Unilever 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™ – Consumer Goods Top 10
| Rank | Brand | Composite BES™ | Innovation | Trust | Perception | Reputation |
|---|---|---|---|---|---|---|
| 1 | Kellogg’s | 89.4 | 87.1 | 88.3 | 88.0 | 87.9 |
| 2 | Johnson & Johnson | 86.8 | 84.6 | 85.7 | 85.4 | 85.1 |
| 3 | PepsiCo | 85.9 | 83.8 | 84.9 | 84.7 | 84.4 |
| 4 | Coca-Cola | 85.5 | 84.1 | 85.5 | 85.0 | 84.7 |
| 5 | Nestlé | 84.8 | 82.9 | 84.1 | 83.8 | 83.5 |
| 6 | Colgate-Palmolive | 84.3 | 82.0 | 83.9 | 83.6 | 83.0 |
| 7 | Procter & Gamble | 79.4 | 77.2 | 78.5 | 78.3 | 78.0 |
| 8 | Unilever | 76.1 | 75.6 | 74.2 | 74.9 | 74.7 |
| 9 | Mars, Inc. | 73.4 | 72.0 | 71.5 | 73.0 | 73.1 |
| 10 | Mondelez International | 71.2 | 70.0 | 69.8 | 71.0 | 71.2 |
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.
Kellogg’s is broadly loved and routinely chosen — its trust and value story travels well across households.
With high awareness and everyday relevance, Kellogg’s posts a top-tier Brand Equity Score™. Innovation and reputation are steady, while clear value and dependable quality keep favorability high and volatility low across weeks.
This BES snapshot outlines how Kellogg’s can compound leadership — pairing product/occasion expansion with credibility proof points in nutrition, sourcing, and community impact.
— MeasuredI/O BES Insights Team
| Dimension | Kellogg’s Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 87.1 | Kellogg’s – 87.1 | 0 |
| Trust | 88.3 | Kellogg’s – 88.3 | 0 |
| Perception | 88.0 | Kellogg’s – 88.0 | 0 |
| Reputation | 87.9 | Kellogg’s – 87.9 | 0 |
| Composite | 89.4 | 89.4 | 0 avg |
Quantitative Lens — Kellogg’s (Q2 2025)
Kellogg’s quantitative footprint shows very high awareness and strong favorability with a relatively small undecided middle. Trust and perceived value are solid, and advocacy is steady with modest week-to-week movement tied to promotions and seasonal campaigns.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 93% | Near-universal recognition; broad household penetration |
| Favorability | 75% | High base affinity; “very favorable” share supports pricing power |
| Trust Index | 61% | Room to convert neutrals via sourcing & nutrition transparency |
| Perceived Value | 66% | Strong value story; reinforce during inflationary moments |
| Brand Advocacy Index™ | +33 | NPS 33; weekly range 22–39 |
Brand Alignment Gap Index™ (BAGI™)
Low–Moderate Gaps observed. Media and consumer attention concentrate on products, promotions, and seasonal moments; undecided segments seek clearer proof on nutrition/sourcing and community impact to deepen trust and value.
Alignment is generally strong — bolster credibility with consistent nutrition, sourcing, and local impact proof points
Qualitative Lens — Kellogg’s (Earned Media Signals, Q2 2025)
Earned media highlights product/occasion expansion and promotional cycles; nutrition and ingredient narratives surface regularly. Community/ESG stories are present but under-amplified. Most consumers report neutral exposure, suggesting upside from always-on storytelling.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Launches, flavor LTOs, daypart/occasion expansion | Positive lift; sustained cadence beats short spikes |
| Trust & Ethics | Nutrition, ingredients, sourcing transparency | Strengthens conversion of neutrals; keep third-party validators |
| Corporate Culture | Portfolio stewardship, brand heritage, retail partnerships | Supports reputation; human stories outperform corporate copy |
| Community Impact | Local giving, food security, school initiatives | Humanizes the brand; currently under-leveraged in earned |
Neutral-leaning buzz with positive peaks; increase cadence on nutrition/sourcing and local impact storytelling
Brand Equity Opportunity – Kellogg’s
What to Leverage:
- High awareness (93%) and strong favorability (75%) sustain household consideration and repeat.
- Reputation (≈88) benefits from consistent in-home relevance and broad portfolio usage (64% active users).
- Innovation (≈87) supported by steady launch cadence, seasonal/LTO flavors, and occasion expansion beyond breakfast.
What to Watch:
- Trust (61%) and value (66%) have a “moveable middle” of neutrals seeking clear sourcing/nutrition proof.
- NPS volatility (22–39 weekly range; avg ~33) tied to promo cycles, pricing headlines, and nutrition discourse.
- Community/ESG stories under-amplified in earned media relative to product and promo narratives.
Recommended Strategic Focus:
Double down on everyday leadership by pairing product/occasion innovation with hard proof on nutrition, ingredient sourcing, and affordability (unit economics, value per serving). Elevate local impact and employer-brand stories to humanize the portfolio and stabilize advocacy among undecided audiences.
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 | Nutrition/sourcing proof points appear, but neutral cohort persists | Moderate |
| Innovation | 87 score | Launches, LTO flavors, and occasion expansion covered consistently | Low |
| Reputation | 88 score | Everyday relevance + portfolio breadth keep tone favorable | Low |
| Perception | 88 score | Product/promo narratives strong; community/ESG under-amplified | Low |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign trust/perception narratives
Low = Public signal and media narrative in alignment
Johnson & Johnson remains a healthcare heritage brand with deep trust equity across categories.
With high awareness and strong favorability, J&J posts a top-tier Brand Equity Score™. Reputation and innovation are stable; trust and value are strong, though community impact narratives present growth opportunities.
This BES snapshot outlines how J&J can further cement leadership by amplifying U.S.-specific proof points, scaling community impact storytelling, and sustaining innovation visibility across its consumer health and medical device lines.
— MeasuredI/O BES Insights Team
| Dimension | Johnson & Johnson Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 84.6 | Kellogg’s – 87.1 | –2.5 |
| Trust | 85.7 | Kellogg’s – 88.3 | –2.6 |
| Perception | 85.4 | Kellogg’s – 88.0 | –2.6 |
| Reputation | 85.1 | Kellogg’s – 87.9 | –2.8 |
| Composite | 86.8 | 89.4 | –2.6 avg |
Quantitative Lens — Johnson & Johnson (Q2 2025)
Johnson & Johnson’s quantitative profile shows high awareness and favorability, with strong trust and value ratings. Advocacy is steady, but community impact sentiment has room for growth, especially in U.S.-specific narratives.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 92% | High recognition; heritage in healthcare drives |
| Favorability | 64% | Strong base affinity; consumer health & med devices contribute |
| Trust Index | ~85.7 (BES-dim) | Trust anchored in product quality & heritage |
| Perceived Value | ~84 (BES proxy) | Value perception stable; strengthen with cost transparency |
| Brand Advocacy Index™ | +22 | NPS avg 22; weekly range 5–28 |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps observed. Trust/value perceptions are strong, while earned media under-leverages community impact and U.S.-specific proof. Increasing cadence on these narratives can deepen alignment.
Moderate alignment — expand U.S.-specific impact stories to match strong trust/value perceptions
Qualitative Lens — Johnson & Johnson (Earned Media Signals, Q2 2025)
Earned media coverage highlights product launches, corporate initiatives, and healthcare leadership. Community and ESG narratives are present but lack consistent amplification, representing a growth area for reputation and perception.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Product pipeline, R&D breakthroughs, med tech advancements | Positive lift; bolsters leadership narrative |
| Trust & Ethics | Product safety, healthcare quality, ethics commitments | Supports high trust; expand to include local proof points |
| Corporate Culture | Healthcare heritage, global operations | Stable; humanize through employee stories |
| Community Impact | Public health programs, philanthropy | Positive but under-leveraged for mass reach |
Neutral-leaning buzz; expand cadence of community and local impact storytelling
Brand Equity Opportunity – Johnson & Johnson
What to Leverage:
- High awareness (92%) and strong favorability (64%) across healthcare categories.
- Reputation (~85.1) bolstered by product quality, heritage, and R&D leadership.
- Innovation (~84.6) underpinned by med tech advancements and pipeline breadth.
What to Watch:
- Community impact narratives under-leveraged relative to corporate/product news.
- Moderate NPS (avg 22) and volatility tied to market events and category debates.
- Trust and value can be strengthened through U.S.-specific proof points.
Recommended Strategic Focus:
Amplify healthcare innovation leadership while embedding consistent U.S.-centric community, ESG, and employee narratives; stabilize advocacy through proactive NPS monitoring and rapid response.
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 | 86 score | High product trust; local/community proof underrepresented | Moderate |
| Innovation | 85 score | Healthcare innovation and R&D well covered | Low |
| Reputation | 85 score | Heritage and leadership narratives stable; low risk | Low |
| Perception | 85 score | Corporate/product news outweigh community stories | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign trust/perception narratives
Low = Public signal and media narrative in alignment
PepsiCo leverages a powerful cross-category portfolio, balancing beverage leadership with snack dominance.
With high awareness and favorability, PepsiCo posts a top-tier Brand Equity Score™. Innovation and reputation remain strong, trust and value are solid, and opportunities lie in amplifying community/ESG narratives and deepening emotional connection across categories.
This BES snapshot outlines how PepsiCo can sustain growth by reinforcing health and sustainability credentials, maintaining innovation momentum, and strengthening local/community impact storytelling.
— MeasuredI/O BES Insights Team
| Dimension | PepsiCo Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 83.8 | Kellogg’s – 87.1 | –3.3 |
| Trust | 84.9 | Kellogg’s – 88.3 | –3.4 |
| Perception | 84.7 | Kellogg’s – 88.0 | –3.3 |
| Reputation | 84.4 | Kellogg’s – 87.9 | –3.5 |
| Composite | 85.9 | 89.4 | –3.5 avg |
Quantitative Lens — PepsiCo (Q2 2025)
PepsiCo’s quantitative profile shows very high awareness and strong favorability, driven by a diverse portfolio across beverages and snacks. Trust and value are solid, with a moderate neutral cohort. Advocacy is stable with limited volatility.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 94% | Near-universal recognition; multi-category visibility |
| Favorability | 68% | Strong base affinity; “very favorable” slightly trails Coke |
| Trust Index | ~84.9 | Trust supported by brand heritage and category strength |
| Perceived Value | ~84 | Value story resilient; opportunity to reinforce in healthier offerings |
| Brand Advocacy Index™ | +32 | NPS avg 32; weekly range 25–38 |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps observed. While trust and value scores are strong, earned media coverage skews toward product and marketing campaigns; sustainability and community impact stories are less prominent.
Moderate alignment — balance product and marketing coverage with health, sustainability, and community narratives
Qualitative Lens — PepsiCo (Earned Media Signals, Q2 2025)
Earned media heavily features product launches, marketing activations, and sponsorships. Health, sustainability, and community stories are present but under-leveraged for brand equity.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | New product lines, flavor innovations, co-branding | Positive lift; maintains consumer excitement |
| Trust & Ethics | Sustainability pledges, health-oriented launches | Mixed; lacks consistent mass reach |
| Corporate Culture | Marketing creativity, sports/event partnerships | Supports energy/innovation; less on responsibility |
| Community Impact | Philanthropy, local engagement | Positive when covered; low frequency in earned |
Product-driven buzz with untapped opportunity in sustainability and community engagement
Brand Equity Opportunity – PepsiCo
What to Leverage:
- High awareness (94%) and strong favorability (68%) across categories.
- Reputation (~84.4) supported by portfolio breadth and marketing prowess.
- Innovation (~83.8) sustained by flavor variety, product extensions, and collaborations.
What to Watch:
- Moderate NPS volatility (25–38 weekly) linked to competitive activity and category debates.
- Underrepresentation of sustainability and ESG stories in earned media.
- Trust and value perceptions can benefit from amplified proof on health and community impact.
Recommended Strategic Focus:
Balance product innovation with high-frequency storytelling on sustainability, community investment, and health credentials to deepen emotional connection and broaden advocacy.
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 | 85 score | Product trust strong; sustainability/health underrepresented | Moderate |
| Innovation | 84 score | Product/marketing innovations covered consistently | Low |
| Reputation | 84 score | Strong corporate/portfolio image; low risk | Low |
| Perception | 85 score | Marketing/product focus outweighs ESG/community stories | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign trust/perception narratives
Low = Public signal and media narrative in alignment
Coca-Cola maintains iconic brand status with exceptional awareness, strong favorability, and a deep reservoir of consumer trust.
With near-universal recognition and robust reputation metrics, Coca-Cola posts a strong Brand Equity Score™. Innovation and perception are fueled by consistent marketing excellence, while trust and value remain resilient amid competitive and category pressures.
This BES snapshot outlines how Coca-Cola can maintain leadership by pairing heritage storytelling with expanded narratives on health, sustainability, and community impact to strengthen equity with younger and more socially conscious consumers.
— MeasuredI/O BES Insights Team
| Dimension | Coca-Cola Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 84.1 | Kellogg’s – 87.1 | –3.0 |
| Trust | 85.5 | Kellogg’s – 88.3 | –2.8 |
| Perception | 85.0 | Kellogg’s – 88.0 | –3.0 |
| Reputation | 84.7 | Kellogg’s – 87.9 | –3.2 |
| Composite | 85.5 | 89.4 | –3.9 avg |
Quantitative Lens — Coca-Cola (Q2 2025)
Coca-Cola’s quantitative profile reflects near-universal awareness, strong favorability, and high trust/value ratings. Advocacy is stable with modest volatility, and community perception is positive but leaves room for growth through more visible local and ESG proof points.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 97% | Near-universal recognition; category leader |
| Favorability | 74% | High “very favorable” share reinforces loyalty |
| Trust Index | 62% | Positive core trust; maintain transparency in health & ESG |
| Perceived Value | 67% | Strong value perception; watch pricing sensitivity |
| Brand Advocacy Index™ | +35 | NPS avg 35; weekly range 29–42 |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps observed. While trust/value scores are high, earned media over-indexes on product and marketing over sustained health, sustainability, and community narratives.
Moderate alignment — balance product/marketing focus with ESG and health narratives
Qualitative Lens — Coca-Cola (Earned Media Signals, Q2 2025)
Earned media reinforces Coca-Cola’s iconic image, with strong coverage of marketing campaigns, sponsorships, and seasonal promotions. Innovation coverage includes flavor launches, packaging refreshes, and brand partnerships. Health, sustainability, and local community stories remain less prominent.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | New flavors, packaging updates, co-branded campaigns | Positive; supports brand vitality |
| Trust & Ethics | Sustainability and recycling initiatives | Positive, but limited share of earned coverage |
| Corporate Culture | Heritage and marketing leadership | Strong, stable reputation pillar |
| Community Impact | Localized philanthropy, sponsorships | Positive when present; opportunity to increase cadence |
Heritage-driven buzz; elevate health, ESG, and community narratives for balance
Brand Equity Opportunity – Coca-Cola
What to Leverage:
- Iconic status with near-universal awareness (97%) and high favorability (74%).
- Reputation (~84.7) anchored by heritage and marketing leadership.
- Innovation (~84.1) supported by flavor, packaging, and co-brand initiatives.
What to Watch:
- Moderate NPS volatility (29–42 weekly) tied to marketing cycles and competitive activity.
- Underrepresentation of ESG, health, and community impact in earned media.
- Trust (62%) strong but with room to expand proof on nutrition and sustainability.
Recommended Strategic Focus:
Maintain leadership in marketing and product innovation while amplifying ESG, health, and community narratives to broaden emotional connection and future-proof equity with emerging consumer segments.
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 | 62% trust | Positive heritage and marketing presence; ESG/health underrepresented | Moderate |
| Innovation | 84 score | Strong flavor, packaging, and partnership narratives | Low |
| Reputation | 85 score | Heritage and marketing leadership keep tone favorable | Low |
| Perception | 85 score | Marketing-driven perception strong; ESG/health stories less visible | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign trust/perception narratives
Low = Public signal and media narrative in alignment
Nestlé’s household reach is strong; the opportunity is converting neutrality into deeper trust and advocacy.
With high awareness and solid favorability, Nestlé posts a competitive Brand Equity Score™. Innovation and reputation are steady; clarifying proof on sustainability, nutrition, and local impact can further lift trust and perception among undecided consumers.
This BES snapshot outlines how Nestlé can translate portfolio ubiquity into outsized equity momentum through consistent, outcomes-led storytelling.
— MeasuredI/O BES Insights Team
| Dimension | Nestlé Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 82.9 | Kellogg’s – 87.1 | –4.2 |
| Trust | 84.1 | Kellogg’s – 88.3 | –4.2 |
| Perception | 83.8 | Kellogg’s – 88.0 | –4.2 |
| Reputation | 83.5 | Kellogg’s – 87.9 | –4.4 |
| Composite | 84.8 | 89.4 | –4.6 avg |
Quantitative Lens — Nestlé (Q2 2025)
Nestlé’s quantitative footprint shows near-universal awareness and strong favorability. Trust and perceived value are solid, though a meaningful neutral segment remains—especially around sustainability and sourcing. Advocacy is steady with mild week-to-week movement.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 94% | Near-universal recognition; broad portfolio reach |
| Favorability | 73% | Strong base affinity across pantry & in-home use |
| Trust Index | 59% | Neutral middle remains; amplify transparency & third-party validation |
| Perceived Value | 64% | Value story resilient; reinforce during price sensitivity moments |
| Brand Advocacy Index™ | +31 | NPS 31; weekly range 26–34 |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps observed. Survey trust/value are solid, while earned media over-indexes on product and corporate news versus sustained proof on nutrition, sourcing, and local impact. Closer alignment can convert neutrals to advocates.
Moderate alignment — broaden proof on sustainability & nutrition; raise cadence of community outcomes
Qualitative Lens — Nestlé (Earned Media Signals, Q2 2025)
Earned media highlights product/pack innovation, portfolio news, and sustainability commitments. Community/ESG execution stories are present but under-amplified; many consumers report neutral exposure, indicating room for always-on storytelling.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Product/pack formats, functional claims, portfolio updates | Positive momentum; sustained cadence drives lift |
| Trust & Ethics | Sourcing, sustainability, nutrition transparency | Mixed; targeted proof converts the neutral middle |
| Corporate Culture | Global scale, category leadership, operational moves | Supports reputation; human stories outperform corporate copy |
| Community Impact | Local partnerships, food security, ESG execution | Humanizes the brand; currently under-leveraged in earned |
Neutral-leaning buzz with positive peaks; increase cadence on sustainability and local outcomes storytelling
Brand Equity Opportunity – Nestlé
What to Leverage:
- High awareness (94%) and strong favorability (73%) across pantry categories.
- Reputation (~86.8) supported by breadth of portfolio and everyday relevance (62% active users).
- Innovation (~85.9) through product/pack refresh, functional claims, and category expansion.
What to Watch:
- Trust (59%) and value (64%) have a neutral cohort—seek clearer proof on sustainability, sourcing, and nutrition.
- NPS stability (avg 31; 26–34 weekly) can shift with corporate/news cycles; maintain rapid response.
- Community/ESG outcomes under-amplified relative to product/corporate news in earned media.
Recommended Strategic Focus:
Convert the neutral middle with repeatable, third-party-backed proof on nutrition and responsible sourcing; scale local impact storytelling and employee advocacy; keep a steady cadence of product/pack innovation aligned to value and wellness needs.
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 | 59% trust | Sourcing & sustainability proof present but fragmented | Moderate |
| Innovation | 86 score | Product/pack and functional claims covered consistently | Low |
| Reputation | 87 score | Portfolio breadth and everyday relevance frame positively | Low |
| Perception | 87 score | Corporate/product news outweigh community outcomes | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign trust/perception narratives
Low = Public signal and media narrative in alignment
Colgate-Palmolive’s everyday relevance and oral-care leadership underpin strong, stable equity.
High awareness and trust support a strong Brand Equity Score™. The path to further lift runs through proof-led claims on efficacy, value, and community outcomes that deepen emotional connection beyond the category core.
This BES snapshot outlines how Colgate-Palmolive can translate category leadership into broader brand passion and advocacy.
— MeasuredI/O BES Insights Team
| Dimension | Colgate-Palmolive Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 82.0 | Kellogg’s – 87.1 | –5.1 |
| Trust | 83.9 | Kellogg’s – 88.3 | –4.4 |
| Perception | 83.6 | Kellogg’s – 88.0 | –4.4 |
| Reputation | 83.0 | Kellogg’s – 87.9 | –4.9 |
| Composite | 84.3 | 89.4 | –5.1 avg |
Quantitative Lens — Colgate-Palmolive (Q2 2025)
Colgate-Palmolive’s quantitative profile shows high awareness and strong favorability, backed by a solid trust and value story. Advocacy is steady, with some volatility tied to competitive launches and category conversations in oral care.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 83% | High recognition in oral care & home/personal care |
| Favorability | 61% | Strong base affinity; oral care leadership drives |
| Trust Index | ~84 (BES-dim) | High trust within category; room to grow outside core |
| Perceived Value | ~84 (BES-dim) | Value perception stable; reinforce during economic pressure |
| Brand Advocacy Index™ | +34 | NPS avg 34; trending 28–34 weekly |
Brand Alignment Gap Index™ (BAGI™)
Low–Moderate Gaps observed. Trust/value perception is strong, yet earned media over-indexes on product performance vs. broader corporate/ESG proof. Expanding narratives beyond core product performance can strengthen stakeholder alignment.
Strong alignment — broaden ESG and community narratives to complement product leadership
Qualitative Lens — Colgate-Palmolive (Earned Media Signals, Q2 2025)
Earned media focuses on oral care leadership, new product claims, and innovation in sustainability packaging. Broader corporate culture and ESG initiatives are less prominent, representing an opportunity to diversify narratives.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Product/packaging improvements; ingredient innovation | Positive lift; supports leadership positioning |
| Trust & Ethics | Product efficacy, safety, sustainability commitments | High alignment; extend beyond oral care focus |
| Corporate Culture | Quality heritage, operational scale | Supports stability; low differentiation in coverage |
| Community Impact | Local initiatives, oral health education | Positive but under-leveraged in mainstream earned |
Strong but product-heavy buzz; expand ESG, community, and corporate culture storytelling
Brand Equity Opportunity – Colgate-Palmolive
What to Leverage:
- High awareness (83%) and strong trust/value scores within core categories.
- Reputation (~85.6) anchored by quality heritage and consistent performance.
- Innovation (~85.3) supported by packaging upgrades and ingredient innovations.
What to Watch:
- Broaden trust narratives beyond oral care into adjacent categories.
- Underutilized ESG/community proof leaves some potential untapped.
- NPS stability (avg ~34) can be influenced by competitive launches.
Recommended Strategic Focus:
Extend trust and innovation narratives across the portfolio; increase coverage of ESG/community impact and corporate culture to reinforce emotional connection with consumers beyond core products.
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 | 86 score | Strong product trust; ESG/community proof underrepresented | Moderate |
| Innovation | 85 score | Packaging, ingredient innovations covered consistently | Low |
| Reputation | 86 score | Heritage and quality narratives stable; low risk | Low |
| Perception | 86 score | Product focus strong; broader lifestyle connection limited | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign trust/perception narratives
Low = Public signal and media narrative in alignment
Procter & Gamble commands one of the world’s most diverse and trusted brand portfolios across home, personal care, and health.
With strong awareness and steady favorability, P&G posts a solid Brand Equity Score™. Innovation is driven by product performance and marketing scale, while gaps exist in public trust/value proof and ESG/community narratives.
This BES snapshot outlines how P&G can strengthen equity by broadening its innovation narrative beyond functional benefits and elevating sustainability, transparency, and local impact proof points.
— MeasuredI/O BES Insights Team
| Dimension | P&G Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 77.2 | Kellogg’s – 87.1 | –9.9 |
| Trust | 78.5 | Kellogg’s – 88.3 | –9.8 |
| Perception | 78.3 | Kellogg’s – 88.0 | –9.7 |
| Reputation | 78.0 | Kellogg’s – 87.9 | –9.9 |
| Composite | 79.4 | 89.4 | –10.0 avg |
Quantitative Lens — Procter & Gamble (Q2 2025)
P&G’s quantitative profile shows strong awareness and favorability across a vast brand portfolio. Trust and value scores are solid but leave room for improvement, particularly with undecided consumers. Advocacy is steady, though moderate volatility suggests sensitivity to product and category news cycles.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 77% | Strong recognition across multiple categories |
| Favorability | 51% | Stable, but below top-tier leaders |
| Trust Index | ~78.5 (BES-dim) | Solid but with a large neutral segment |
| Perceived Value | ~78 (BES proxy) | Positive but can improve through proof on efficacy and cost |
| Brand Advocacy Index™ | +20 | NPS avg 20; weekly range 1–29 |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps observed. While core trust/value are healthy, earned media coverage is heavily product-centric and under-leverages corporate culture, ESG, and community proof. Broader storytelling can improve alignment.
Moderate alignment — elevate ESG/community proof alongside product innovation to convert neutral audiences
Qualitative Lens — Procter & Gamble (Earned Media Signals, Q2 2025)
Earned media coverage highlights product launches, marketing campaigns, and category leadership. ESG, sustainability, and community initiatives are less consistently featured, representing an opportunity for narrative expansion.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | New product launches, packaging innovations | Positive lift; maintains relevance across categories |
| Trust & Ethics | Sustainability pledges, ingredient transparency | Supports trust but lacks consistent mass reach |
| Corporate Culture | Marketing scale, brand stewardship | Positions P&G as a category leader; limited human storytelling |
| Community Impact | Philanthropy, education, local programs | Positive when covered; under-represented in earned |
Product-led buzz; increase cadence on sustainability, community, and corporate culture storytelling
Brand Equity Opportunity – Procter & Gamble
What to Leverage:
- Strong awareness (77%) and trust/value scores across a broad brand portfolio.
- Reputation (~78.0) built on category leadership and product consistency.
- Innovation (~77.2) via packaging improvements and marketing scale.
What to Watch:
- Neutral audience segments awaiting ESG/community proof to deepen trust.
- Moderate NPS (avg 20) with volatility tied to competitive launches.
- Earned media coverage skewed toward product news vs. values-based narratives.
Recommended Strategic Focus:
Broaden storytelling to highlight corporate responsibility, sustainability, and community initiatives alongside innovation, ensuring consistent message penetration across owned and earned 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 | 79 score | Product trust strong; ESG/community proof underrepresented | Moderate |
| Innovation | 77 score | Product/marketing innovations covered consistently | Low |
| Reputation | 78 score | Corporate leadership stable; low risk | Low |
| Perception | 78 score | Product focus outweighs values-based storytelling | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign trust/perception narratives
Low = Public signal and media narrative in alignment
Unilever is broadly recognized globally, but its U.S. signal needs amplification to convert a large moveable middle.
With moderate awareness and high neutrality across trust and value, Unilever’s Brand Equity Score™ reflects solid fundamentals with under-leveraged storytelling. Innovation and reputation are steady, while community and ESG outcomes remain under-amplified in earned media.
This BES snapshot outlines how Unilever can regain share of mind by pairing portfolio innovation with clear, repeated proof on sustainability, nutrition, and local impact.
— MeasuredI/O BES Insights Team
| Dimension | Unilever Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 75.6 | Kellogg’s – 87.1 | –11.5 |
| Trust | 74.2 | Kellogg’s – 88.3 | –14.1 |
| Perception | 74.9 | Kellogg’s – 88.0 | –13.1 |
| Reputation | 74.7 | Kellogg’s – 87.9 | –13.2 |
| Composite | 76.1 | 89.4 | –13.3 avg |
Quantitative Lens — Unilever (Q2 2025)
Unilever shows moderate awareness with a downward trend, and a large neutral middle on trust and value. Advocacy is modest and volatile; usage skews low versus peers, indicating headroom if the brand can clarify proof on health, sustainability, and value.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 56% | Down from ~59% to low-50s across Q2 |
| Favorability | 31% | High neutrality; emotional connection underdeveloped |
| Trust Index | 28% | ~62% “don’t know”; need clear sustainability & quality proof |
| Perceived Value | 26% | Value unclear for neutrals; reinforce affordability & efficacy |
| Brand Advocacy Index™ | +17 | NPS avg 16–17; weekly range 9–36 |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps observed. Survey signals call for trust/value proof, while earned media skews toward corporate and product headlines. Increase cadence of concrete sustainability, nutrition, and community outcomes to convert the neutral middle.
Moderate alignment — amplify proof on responsible sourcing, affordability, and local impact
Qualitative Lens — Unilever (Earned Media Signals, Q2 2025)
Earned media centers on portfolio moves, product refreshes, and sustainability commitments; however, consistent U.S.-specific execution stories are sparse. Low overall buzz indicates an opportunity for always-on, proof-led storytelling.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Product/pack updates; reformulations; brand portfolio news | Positive but intermittent; needs sustained cadence |
| Trust & Ethics | Sustainability pledges, sourcing commitments | Fragmented coverage; add third-party validation & outcomes |
| Corporate Culture | Global scale, brand heritage | Stabilizes reputation; limited human storytelling |
| Community Impact | Localized programs and philanthropy | Humanizes the brand; under-leveraged in earned |
Low-to-moderate buzz; prioritize always-on, proof-led narratives to build salience
Brand Equity Opportunity – Unilever
What to Leverage:
- Global brand heritage and portfolio breadth across personal care and foods.
- Innovation (≈75.6) supported by reformulations and packaging updates.
- Reputation (≈74.7) steady; room to humanize with employee and community stories.
What to Watch:
- Awareness softening (56%) with high neutrality on trust/value (~62% “don’t know”).
- NPS modest and volatile (avg 16–17; range 9–36) sensitive to category news.
- ESG/community outcomes under-amplified relative to corporate/product headlines.
Recommended Strategic Focus:
Convert the neutral middle with repeatable, third-party-backed outcomes on sustainability, sourcing, and affordability; scale U.S.-specific community proof; keep a steady drumbeat of product/pack innovation tied to wellness and value.
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 | 28% trust | Limited mainstream proof on quality/sourcing; pledges over outcomes | Moderate |
| Innovation | 76 score | Product/pack and reformulation stories covered intermittently | Low |
| Reputation | 75 score | Heritage stabilizes tone; needs more human, U.S.-specific proof | Low |
| Perception | 75 score | Corporate/product headlines outweigh community outcomes | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign trust/perception narratives
Low = Public signal and media narrative in alignment
Mars, Inc. has powerful sub-brands, but the masterbrand signal is under-scaled in the U.S.
With moderate BES driven by low awareness and high neutrality, Mars’ opportunity is to convert latent goodwill from beloved products (M&M’s, Snickers, Pedigree) into masterbrand equity. Trust and perception improve when proof on quality, responsibility, and community is made salient and frequent.
This BES snapshot outlines how Mars can lift equity by unifying portfolio storytelling, elevating proof on sourcing and pet/wellness leadership, and sustaining always-on local impact visibility.
— MeasuredI/O BES Insights Team
| Dimension | Mars, Inc. Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 72.0 | Kellogg’s – 87.1 | –15.1 |
| Trust | 71.5 | Kellogg’s – 88.3 | –16.8 |
| Perception | 73.0 | Kellogg’s – 88.0 | –15.0 |
| Reputation | 73.1 | Kellogg’s – 87.9 | –14.8 |
| Composite | 73.4 | 89.4 | –16.0 avg |
Quantitative Lens — Mars, Inc. (Q2 2025)
Mars’ quantitative profile shows a constrained masterbrand footprint: moderate awareness, low favorability intensity, and large “don’t know” cohorts on trust and value. Advocacy is modest and volatile; non-usage is high despite strong product-level familiarity.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 62% | Masterbrand underrecognized vs. sub-brands |
| Favorability | 40% | Large neutral/unknown segment to convert |
| Trust Index | 33% | 57% “don’t know” — need salient quality/provenance proof |
| Perceived Value | 39% | 54% unsure — clarify affordability & benefits |
| Brand Advocacy Index™ | +19 | NPS avg 19; weekly range 0–46 (sensitive to news) |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps observed. Survey signals call for clearer trust/value proof; earned media volume is low and skews to product moments, leaving sourcing, pet/wellness leadership, and community outcomes under-amplified at the masterbrand level.
Moderate alignment — scale masterbrand proof (quality, sourcing, pet/wellness) beyond product stories
Qualitative Lens — Mars, Inc. (Earned Media Signals, Q2 2025)
Coverage clusters around confectionery and pet-care product news with intermittent corporate stories. Community and sustainability outcomes appear, but cadence is irregular; overall share-of-voice is low versus peer megabrands.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Flavor/format launches; pet nutrition updates | Positive lift; limited at masterbrand level |
| Trust & Ethics | Sourcing, responsible marketing, animal wellness | Mixed visibility; benefit from third-party validation |
| Corporate Culture | Family ownership; values-led messaging | Stabilizes reputation; needs U.S.-specific proof |
| Community Impact | Philanthropy and local partnerships | Humanizing when present; cadence inconsistent |
Low overall SOV; increase steady drumbeat on responsibility and pet/wellness leadership
Brand Equity Opportunity – Mars, Inc.
What to Leverage:
- Beloved sub-brands in confectionery and pet care drive latent goodwill.
- Reputation (≈73.1) supported by values-led positioning and heritage.
- Innovation (≈72.0) via flavor/format refreshes and pet nutrition R&D.
What to Watch:
- Awareness (62%) and favorability (40%) trail peers; large undecided cohorts.
- NPS volatility (0–46 weekly; avg +19) signals sensitivity to headlines.
- Limited, uneven earned media cadence at the masterbrand level.
Recommended Strategic Focus:
Elevate the masterbrand by linking sub-brand love to Mars’ responsibility story (sourcing, animal wellness, sustainability). Run an always-on proof program with third-party validations and local impact to convert the neutral middle and stabilize advocacy.
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 | Responsible sourcing & animal wellness stories intermittent | Moderate |
| Innovation | 72 score | Product refreshes covered; masterbrand innovation underplayed | Low |
| Reputation | 73 score | Values-led heritage stabilizes tone when featured | Low |
| Perception | 73 score | Low SOV; product-centric coverage outweighs responsibility themes | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign trust/perception narratives
Low = Public signal and media narrative in alignment
Mondelez International manages a powerhouse portfolio, but the masterbrand remains invisible to most U.S. consumers.
With the lowest awareness and BES in the category, Mondelez’s challenge is converting brand-level neutrality into advocacy by linking flagship products (Oreo, Ritz, Trident) to corporate values, innovation, and community impact.
This BES snapshot outlines how Mondelez can use masterbrand marketing and proof-led storytelling to scale trust, perception, and relevance across consumer segments.
— MeasuredI/O BES Insights Team
| Dimension | Mondelez Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 70.0 | Kellogg’s – 87.1 | –17.1 |
| Trust | 69.8 | Kellogg’s – 88.3 | –18.5 |
| Perception | 71.0 | Kellogg’s – 88.0 | –17.0 |
| Reputation | 71.2 | Kellogg’s – 87.9 | –16.7 |
| Composite | 71.2 | 89.4 | –18.2 avg |
Quantitative Lens — Mondelez International (Q2 2025)
Mondelez’s survey metrics reveal the weakest masterbrand presence in the set: low awareness, minimal favorability, and high neutrality in trust and value. NPS is low and unstable; usage is sparse despite the ubiquity of flagship products.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 31% | Majority unaware of corporate identity |
| Favorability | 14% | Neutrality dominates; low active preference |
| Trust Index | 15% | Nearly 80% “don’t know” |
| Perceived Value | 16% | High uncertainty; product loyalty not tied to corporate brand |
| Brand Advocacy Index™ | +10 | NPS avg 10–11; weekly –4 to 24 |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps observed. Weak masterbrand familiarity contrasts with strong product brands; earned media rarely unites them under a corporate story, limiting trust and perception lift.
Moderate alignment — product brands resonate; corporate brand narrative absent
Qualitative Lens — Mondelez International (Earned Media Signals, Q2 2025)
Coverage focuses on product launches and seasonal marketing for Oreo, Ritz, and Cadbury. Corporate-level narratives on sustainability, ethics, or community impact are rare, creating a gap between consumer experiences with products and perceptions of the parent company.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Flavor/pack refreshes, seasonal promos | Positive at product level; little corporate halo |
| Trust & Ethics | Occasional sustainability mentions | Too sporadic to shift trust scores |
| Corporate Culture | Global scale; limited U.S.-targeted proof | Neutral to low impact on reputation |
| Community Impact | Minimal corporate-branded coverage | Opportunity to connect product affinity to local good |
Unite product brand strength under a clear masterbrand purpose story
Brand Equity Opportunity – Mondelez International
What to Leverage:
- Flagship products (Oreo, Ritz, Cadbury) with strong loyalty and recognition.
- Innovation (≈70.0) at product level sustains category competitiveness.
- Global scale and resources to activate masterbrand storytelling.
What to Watch:
- Low awareness (31%) and favorability (14%) for corporate brand.
- Trust (15%) and value (16%) scores hampered by high neutrality.
- NPS volatility and low corporate-level share of voice.
Recommended Strategic Focus:
Integrate masterbrand into product marketing; create campaigns that link product love to corporate values, sustainability, and community impact to build trust and shift perception.
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 | 15% trust | Rare corporate sustainability mentions | Moderate |
| Innovation | 70 score | Product refreshes well-covered; corporate absent | Low |
| Reputation | 71 score | Little corporate narrative; mostly product halo | Low |
| Perception | 71 score | Product-focused media outweighs corporate values | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
Moderate = Opportunity to realign trust/perception narratives
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.
Want More?
Go Deeper with BES™ Insights
- Public opinion deep cuts — taste/quality, value, convenience, sustainability cues; loyalist vs switcher behavior.
- Earned media intelligence — campaigns, recalls, sustainability packaging, retailer tie-ins, creator/influencer lift.
- Gap diagnostics — when value is strong but perception lags on quality or sustainability, find the lever to close it.
See Your Score & Benchmark
- Request your brand’s BES™ — composite and four pillars to your inbox.
- Compare vs peers — includes 2–3 peer picks and where you lead/lag.
- Get the Industry Top 10 — leaders, movers, and signal gaps in one PDF.
- Category cuts — beverages vs snacks vs household; retailer context where relevant.
We’ll reply quickly—just the numbers and what they mean.
Reputation is no longer optional.
It’s measurable. It’s manageable. And it’s now a competitive edge you can prove.
What Sets Us Apart:
=> Signal-driven: We blend media momentum and public sentiment into one unified score that tracks brand health.
=> 4D clarity: Innovation, Trust, Perception, and Reputation — easy to grasp, hard to ignore.
=> Action-ready: Built for comms leaders, brand strategists, and execs who need clarity — not dashboards full of noise.
The Brand Equity Score™ blends what people say with what’s being said — so you know exactly where your brand stands, and what to do next.
Where do you rank?
Yes, Let's Talk
I would like to know more about
The Brand Equity Score™
Yes, Let's Talk
I would like to know more about
The Brand Equity Score™
measuredI/O, LLC. 2025. All Rights Reserved.