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The Brand Equity Score™

Let's Reimagine Brand Intelligence.

A smarter way to measure perception, trust, and reputation.

The Signal-Based Score Built for Modern Brands

BES™ combines two powerful inputs:

  • What the public thinks (quantitative brand perception data)
  • What the media says (qualitative earned media analysis)

Together, we measure four core dimensions:

Trust. Innovation. Perception. Reputation.

And we show where brands are leading, lagging, or misaligned.

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Quant Signals What the public thinks Qual Signals What the media says Gap Detection Where narrative & reality diverge Strategic Insights Leaders · Laggards · Risks BES™ Score Trust Innovation Perception Reputation Brand Action Insights → Strategy & Growth Signal → Score → Strategy

Brand Equity Score™ closes the loop between data and action — in real time.

What is Brand Equity?

Brand equity is more than recognition — it’s the reputation capital that shapes choice, loyalty, and resilience.


Academic view: Brand equity is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by a product or service (Aaker, 1991). These assets — awareness, perceived quality, associations, and loyalty — live in the minds of consumers and stakeholders.

In practice: It’s the sum of what people know, feel, and expect about your brand — and the bias that drives them toward you (or away from you). High equity means customers are willing to pay more, buy more often, forgive mistakes, and recommend you. Low equity means they hesitate, switch easily, or avoid you altogether.

Why Brand Equity Matters

  • Price resilience: Strong brands can command a premium and hold margin during price pressure.
  • Loyalty & advocacy: High equity fuels repeat purchases, referrals, and word-of-mouth growth.
  • Risk mitigation: Positive equity acts as a buffer in crises or reputation challenges.
  • Market advantage: Equity accelerates new product adoption and competitive defense.
  • Talent & investor pull: Recognized, respected brands attract top hires and capital.

Positive vs. Negative Equity

Equity isn’t static. Positive equity builds over time from consistent delivery, trust, and meaning. Negative equity emerges when perceptions sour — through product failures, poor service, inconsistent experiences, or public missteps. In both cases, perception drives behavior long before it shows up in financials.

Brand Equity

  • Perception-based, exists in the mind
  • Measured via surveys + public signals
  • Moves weekly with experiences & narratives
  • Drives demand, loyalty, advocacy

Brand Value

  • Financial-based, exists on the balance sheet
  • Measured via valuation models
  • Moves quarterly/yearly with revenue & market cap
  • Drives investor perception & stock price

How BES™ Measures Equity in Action

Traditional brand equity measurement is slow, static, and siloed. Brand Equity Score™ (BES™) changes that by blending:

  • Quantitative data (consumer surveys on awareness, favorability, trust, value)
  • Qualitative data (earned media & social narratives, sentiment, and topic framing)

Powered by AI for scale and speed, and refined by human analysis for context and strategic relevance, BES™ delivers weekly scores across Trust, Innovation, Perception, and Reputation — the four pillars proven to drive equity. Our Public Signal Gap Index™ (PSGI™) then flags misalignments between what people believe and what the media says, so you can close gaps or amplify strengths before they affect business performance.

How BES™ Measures Brand Equity

A proprietary system that blends surveys and public narratives, at the speed of modern brand cycles.


1) Inputs

  • Quantitative (surveys): awareness, favorability, trust, perceived quality, NPS.
  • Qualitative (public signal): media coverage volume & sentiment, topic framing, social conversation.
  • Context: seasonality, launches, news events, competitive actions.

2) Processing

  • AI analysis: sentiment scoring, clustering, anomaly detection across 1M+ mentions.
  • Human review: remove false positives, interpret nuance, prioritize business impact.
  • Normalization: comparable scales across brands & time.

3) Outputs

  • BES™ Pillars: Trust, Innovation, Perception, Reputation (monthly).
  • Composite Score: a decision-ready roll-up.
  • PSGI™: the Public Signal Gap Index comparing quant vs qual by pillar.
Quant (Surveys)
Qual (Media & Social)
↓
AI Analysis
Human Review
↓
BES™ Pillars
Composite
PSGI™ Gaps

What you can decide faster

  • Message: Which proof-points to amplify this month (by pillar).
  • Media: Where narrative is misaligned (PSGI™) and which stories to fix.
  • Product & CX: Which reliability or experience issues suppress Trust/Perception.
  • Timing: When a move is working (trend confirmation vs one-off spike).

Scope & cadence

Monthly updates across a curated set of well-known brands; quarterly deep dives by industry.

Comparability

Consistent methods, normalized scales, and transparent snapshot dates for time-series analysis.

Governance

Documented sources, audit trail of transformations, and analyst notes on material shifts.

Ready to Measure What Actually Matters?

Brand Equity Score™ gives you the power to compare your brand’s perception, trust, and reputation—against competitors, across markets, and over time.

Let’s start the conversation. Fill out the form and we’ll follow up within one business day.

Let's see how your brand stacks up.

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