Who's Winning the Reputation
Game in Banking?
See how Bank of America, Wells Fargo, Citi 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™ – Banking Top 10 Brands
| Rank | Brand | Composite BES™ | Innovation | Trust | Perception | Reputation |
|---|---|---|---|---|---|---|
| 1 | JPMorgan Chase | 83.0 | 84 | 86 | 81 | 81 |
| 2 | Bank of America | 80.0 | 81 | 84 | 78 | 77 |
| 3 | Capital One | 76.0 | 82 | 79 | 73 | 70 |
| 4 | Wells Fargo | 73.0 | 76 | 72 | 70 | 74 |
| 5 | PNC Bank | 70.0 | 68 | 71 | 69 | 72 |
| 6 | TD Bank | 69.0 | 70 | 68 | 66 | 72 |
| 7 | Citi | 68.0 | 71 | 65 | 64 | 72 |
| 8 | U.S. Bank | 67.0 | 65 | 67 | 66 | 70 |
| 9 | HSBC | 65.0 | 69 | 63 | 61 | 67 |
| 10 | KeyBank | 63.0 | 64 | 66 | 60 | 62 |
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.
JPMorgan Chase isn’t just a bank — it’s the barometer for financial trust.
As the largest U.S. bank by assets and reputation, JPMorgan Chase continues to set the tone for the financial sector. Backed by consistent leadership, high consumer confidence, and dominant market presence, Chase leads the Brand Equity Score™ for banking — across trust, reputation, and overall composite strength.
This profile reveals how category leadership is earned through long-term trust, institutional credibility, and brand consistency.
— MeasuredI/O BES Insights Team
| Dimension | Chase Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 84 | Capital One – 82 | +2 |
| Trust | 86 | Chase – 86 | — |
| Perception | 81 | Chase – 81 | — |
| Reputation | 81 | Chase – 81 | — |
| Composite | 83.0 | 83.0 | — |
Quantitative Lens — JPMorgan Chase (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. Chase stands out as the most trusted and recognized bank brand in the U.S., with a mature profile of confidence, value, and familiarity.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 91% | Top-tier brand familiarity across all demographics |
| Favorability | 66% | Well-regarded — low detractor rate |
| Trust Index | 86% | Leads banking category in trust perception |
| Perceived Value | 74% | Seen as dependable and widely useful |
| Brand Advocacy Index™ | +6 | Strong net promoters among affluent audiences |
Brand Alignment Gap Index™ (BAGI™)
Minor Gaps observed. While quantitative indicators are strong, there is opportunity to better align Chase’s innovation narrative with its perceived strengths. Media signals occasionally trail sentiment momentum.
Moderate alignment — trust and reputation strong, innovation signal lags
Insight: JPMorgan Chase continues to lead on reliability and institutional confidence, with high trust scores and solid perceived value. However, the brand’s equity in innovation could be sharpened to match challenger narratives in fintech and digital banking.
Qualitative Lens — JPMorgan Chase (Earned Media Signals, Q2 2025)
Chase’s earned media presence is dominated by themes of economic leadership, market stability, and executive authority. The brand benefits from consistent coverage positioning it as a macro-level stabilizer and institutional pillar. However, coverage lacks emotional storytelling and innovation-forward narratives found in fintech competitors.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Focus on AI investment and blockchain trials | Moderate lift — not yet driving category disruption |
| Trust & Ethics | Consistent voice during market volatility | Reinforces consumer and investor confidence |
| Corporate Culture | CEO Jamie Dimon remains a central figure | Anchors stability but limits brand freshness |
| Community Impact | Ongoing urban investment and DEI grants | Positive perception — but lower media amplification |
High volume, moderate narrative innovation
Insight: JPMorgan Chase commands narrative authority in financial markets, but its earned media profile is more institutional than emotional. Expanding stories around innovation, customer experience, and societal impact would enhance its perception edge against fintech challengers.
Brand Equity Opportunity – JPMorgan Chase
What to Leverage:
- Category-leading trust and reputation scores reinforce Chase’s position as a reliable and respected institution.
- Strong awareness (91%) and favorability (66%) ensure broad reach and audience familiarity across all demographics.
- Executive leadership (Jamie Dimon) remains a credible voice in moments of market volatility and crisis — boosting institutional stability perception.
What to Watch:
- Innovation equity lags behind challenger brands — limiting relevance in conversations around digital transformation.
- Media narrative is heavily institutional and lacks emotional depth or cultural resonance with younger segments.
- Perceived impact in community and ESG storytelling is under-leveraged in earned media — missing broader brand connection opportunities.
Recommended Strategic Focus:
Evolve Chase’s narrative from institutional authority to innovation leadership. Leverage trust equity while amplifying stories around digital experiences, customer innovation, and societal impact. A more human and forward-looking story will ensure Chase remains relevant in a rapidly evolving financial landscape.
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% trust | Steady, confidence-building coverage | Low |
| Innovation | 84 score | Occasional fintech mentions, low excitement | Moderate |
| Reputation | 81 score | Respected brand with stable legacy framing | Low |
| Perception | 66% favorability | Institutional tone, few emotional 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
Bank of America is one of the most reputationally stable brands in banking.
While narrowly trailing JPMorgan Chase in composite score, BofA remains highly competitive across trust and perception dimensions. Its equity profile reflects strong favorability and institutional consistency, though innovation perception remains a growth area.
This snapshot sets the stage for a deeper look into how BofA sustains its brand trust — and what it must do to lead the next phase of financial storytelling.
— MeasuredI/O BES Insights Team
| Dimension | Bank of America Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 81 | Chase – 84 | –3 |
| Trust | 84 | Chase – 86 | –2 |
| Perception | 78 | Chase – 81 | –3 |
| Reputation | 77 | Chase – 81 | –4 |
| Composite | 80.0 | 83.0 | –3 avg |
Quantitative Lens — Bank of America (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Bank of America maintains strong trust and favorability scores among U.S. adults, particularly in legacy and institutional categories. However, innovation perception and advocacy momentum remain areas to watch.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 93% | Near-universal awareness across age and income groups |
| Favorability | 64% | Solid public regard, especially among older and higher-income segments |
| Trust Index | 84% | High trust levels, though trailing JPMorgan slightly |
| Perceived Value | 70% | Seen as dependable and widely accessible |
| Brand Advocacy Index™ | +4 | Moderate promoter base with low detractor rate |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps present in Innovation and Advocacy. While sentiment is stable, Bank of America’s earned media does not yet reflect momentum in modern transformation narratives.
Innovation narrative lagging perception strength
Insight: Bank of America’s brand is built on familiarity, trust, and access. To evolve, the bank must energize its brand advocacy and innovation cues, especially among younger and digital-native audiences.
Qualitative Lens — Bank of America (Earned Media Signals, Q2 2025)
BofA’s media footprint remains wide, but heavily focused on macroeconomic outlooks, corporate reports, and analyst commentary. Narrative control is stable, but lacks emotional hooks or culturally relevant storytelling found in newer banking and fintech challengers.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Mentions of digital capabilities, but limited depth | Low innovation lift — not strongly positioned |
| Trust & Governance | Highlighted as financially sound with risk management strength | Trust reinforced — steady institutional framing |
| Reputation & Culture | Moderate DEI visibility and sustainability efforts | Neutral to positive — not widely amplified |
| Leadership Visibility | CEO messaging focused on macro trends and rates | Stable — but lacks charisma and differentiation |
Broad but emotionally flat coverage
Insight: Bank of America’s media signals support its scale and trust, but lack cultural storytelling or innovation-forward narratives. Stronger content around financial empowerment, community impact, and tech differentiation will be key to future-proofing the brand.
Brand Equity Opportunity – Bank of America
What to Leverage:
- Strong trust (84) and reputation (77) scores reflect institutional strength and long-term brand credibility.
- High awareness (93%) and broad favorability offer a wide platform for narrative expansion and stakeholder reach.
- Well-established presence in economic discourse and mainstream banking reinforces consumer dependability signals.
What to Watch:
- Innovation equity lags — current media coverage lacks depth on digital transformation or fintech leadership.
- Brand advocacy (+4) and emotional engagement remain modest — limiting momentum with younger, digital-native audiences.
- Leadership and ESG visibility are under-leveraged in media — weakening purpose-driven brand appeal.
Recommended Strategic Focus:
Bank of America should evolve from institutional brand to innovation-conscious leader.
Activate emotional storytelling around community impact, digital banking, and financial empowerment.
Sharpen CEO and executive narrative visibility to energize purpose and forward-looking trust with modern stakeholders.
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 | Steady, institutionally credible tone | Low |
| Innovation | 81 score | Earned coverage lacks digital leadership themes | Moderate |
| Reputation | 77 score | Underleveraged ESG and community narratives | Moderate |
| Perception | 64% favorability | Positive tone, but emotionally flat | 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
Capital One is the most reputationally progressive brand in banking — innovative, customer-first, and culturally attuned.
With breakthrough marketing, strong digital transformation cues, and high favorability among younger consumers, Capital One is redefining what a national bank can be. Its Brand Equity Score™ reveals a brand closing the gap with legacy institutions — particularly in innovation and trust — while offering distinct emotional resonance.
This profile highlights how a challenger mindset, paired with smart positioning, is reshaping financial brand leadership in the modern era.
— MeasuredI/O BES Insights Team
| Dimension | Capital One Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 82 | Chase – 84 | –2 |
| Trust | 79 | Chase – 86 | –7 |
| Perception | 73 | Chase – 81 | –8 |
| Reputation | 70 | Chase – 81 | –11 |
| Composite | 76.0 | 83.0 | –7 avg |
Quantitative Lens — Capital One (Q2 2025)
Capital One stands out as one of the most dynamic and favorably viewed brands in banking. Its high awareness, rising trust, and innovation signals reflect a brand that resonates with younger, digitally engaged audiences — while maintaining credibility with older consumers. Advocacy is building, but long-term loyalty and institutional reputation still lag behind category leaders.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 88% | Strong recognition, especially among under-40s |
| Favorability | 67% | High approval among younger and middle-income consumers |
| Trust Index | 79% | Gaining ground on legacy banks |
| Perceived Value | 71% | Viewed as consumer-friendly and digitally efficient |
| Brand Advocacy Index™ | +7 | Positive word-of-mouth growth in digital channels |
Brand Alignment Gap Index™ (BAGI™)
Minor Gaps in Reputation and Perception. While Capital One is well-positioned among consumers, media signals lag in institutional strength and purpose-driven storytelling — particularly when compared to category leaders.
Slight misalignment — media tone undersells momentum
Insight: Capital One’s data shows a brand with emerging cultural capital and cross-generational favorability. Strategic focus should shift to reputation-building and long-term emotional equity to deepen trust and reinforce category credibility.
Qualitative Lens — Capital One (Earned Media Signals, Q2 2025)
Capital One’s media presence skews toward customer experience, digital tools, and experiential marketing — especially tied to sports and entertainment. However, it trails legacy banks in institutional narrative authority, ESG visibility, and corporate thought leadership. Emotional storytelling is strong, but coverage volume remains mid-tier.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Highlighted for mobile tools and design-forward CX | Strong brand uplift — fintech-adjacent positioning |
| Trust & Ethics | Positive sentiment, but lacks deeper coverage | Limited reinforcement beyond ads and reviews |
| Corporate Culture | Minimal CEO/media leadership storytelling | Neutral impact — under-leveraged voice |
| Community Impact | Occasional partnerships and CSR visibility | Emerging strength — needs amplification |
Emotion-forward, but not yet narrative-dominant
Insight: Capital One’s strength lies in emotional accessibility and digital appeal. The next frontier is leadership visibility, institutional trust-building, and expanding impact storytelling to cement its challenger-to-leader evolution.
Brand Equity Opportunity – Capital One
What to Leverage:
- Capital One’s rising Innovation Score (82) signals consumer recognition of its digital-first leadership and fintech-like agility.
- Trust (79) and Value (71) scores reflect the brand’s accessible positioning and strong UX across digital banking touchpoints.
- Emotional resonance is strong — favorability and advocacy metrics outpace many legacy competitors, especially with younger demos.
What to Watch:
- Reputation (70) and Perception (73) scores trail innovation — suggesting the brand’s long-term institutional equity is still forming.
- Media coverage lacks visibility into leadership and corporate purpose — limiting credibility in ESG and governance narratives.
- While emotional storytelling is strong, media volume remains lower than category leaders — limiting earned amplification.
Recommended Strategic Focus:
Capital One should lean into its momentum as a modern banking brand — and now invest in growing its institutional trust and corporate narrative strength. Expand leadership visibility, community impact storytelling, and reputation-forward media to close the perception gap and establish long-term category leadership.
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% trust | Consumer-friendly tone with positive ethics framing | Low |
| Innovation | Score = 82 | Media emphasizes mobile tools and digital experience | Low |
| Reputation | Reputation score = 70 | Understated presence in institutional and purpose-driven media | Moderate |
| Perception | 73% favorability | Emotionally resonant campaigns, but low media depth | 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
Wells Fargo is rebuilding — stable, visible, but still under scrutiny.
The brand has made notable progress in public trust and sentiment, yet its innovation and reputation scores reflect the lingering shadow of past controversies. Wells Fargo now occupies a middle ground: widely recognized and largely forgiven, but not yet admired. Its narrative centers on recovery, not leadership.
To move forward, Wells Fargo must shift from damage control to brand reinvention — embracing a forward-leaning identity built on trust, transparency, and cultural resonance.
— MeasuredI/O BES Insights Team
| Dimension | Wells Fargo Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 76 | Chase – 84 | –8 |
| Trust | 72 | Chase – 86 | –14 |
| Perception | 70 | Chase – 81 | –11 |
| Reputation | 74 | Chase – 81 | –7 |
| Composite | 73.0 | 83.0 | –10 avg |
Quantitative Lens — Wells Fargo (Q2 2025)
MeasuredI/O’s quantitative lens integrates consumer sentiment with brand trust and favorability metrics to gauge overall equity strength. Wells Fargo shows signs of reputational rebound, with improving trust and innovation scores. However, emotional connection, internal pride, and perception gaps remain — suggesting the recovery is incomplete in the public’s eyes.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 91% | Broad public familiarity nationwide |
| Favorability | 58% | Improving perception, though lagging behind top-tier peers |
| Trust Index | 72% | Rebounding, but not fully restored |
| Perceived Innovation | 76% | Positive signals from mobile tools and UX upgrades |
| Brand Advocacy Index™ | +3 | Low promoter base — reputation memory still sticky |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps remain in Reputation and Perception. While trust is recovering, media tone and brand advocacy still reflect cautious optimism — not full redemption.
Reputation rebuilding still underway
Insight: Wells Fargo is moving in the right direction — but progress remains fragile. Emotional connection, employee advocacy, and narrative warmth must improve to restore brand resilience and cultural license.
Qualitative Lens — Wells Fargo (Earned Media Signals, Q2 2025)
Wells Fargo’s media narrative has shifted from crisis to competence — but it still lacks proactive leadership, values-centered storytelling, or innovation-forward framing. Most coverage is institutional, quarterly, or compliance-based — safe, but not distinctive.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Mobile-first and branchless banking investments | Supportive — signals brand modernization |
| Trust & Ethics | Ongoing references to past controversies | Soft drag — historical echo persists |
| Corporate Culture | CEO coverage minimal; internal stories rare | Missed opportunity — lacks identity |
| Community Impact | Some DEI and community funding stories emerging | Positive — needs more scale and repetition |
Recovery tone still dominant — lacks momentum
Insight: Wells Fargo must now lead with purpose — not repair. A visible shift toward community impact, transparent leadership, and cultural relevance can accelerate trust recovery and elevate emotional brand equity.
Brand Equity Opportunity – Wells Fargo
What to Leverage:
- Wells Fargo has rebuilt public trust to 72% — a notable recovery from past lows.
- Innovation score (76) and favorability (58%) show positive momentum among digital-first consumers.
- Media coverage has shifted toward operational stability and modernization, lowering overall controversy.
What to Watch:
- Reputation and perception remain fragile — emotional equity is still underdeveloped.
- Media presence is institutional and risk-averse, lacking identity, leadership voice, or purpose-led storytelling.
- Low brand advocacy (+3) suggests lukewarm loyalty, especially among younger demographics.
Recommended Strategic Focus:
Transition from brand repair to brand reinvention. Wells Fargo must humanize its recovery by telling emotionally resonant stories around leadership, community impact, and values. Proactive narrative shaping — beyond risk mitigation — will help close the reputation gap and rebuild long-term brand 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 | 72% trust | Measured sentiment with ongoing skepticism | Moderate |
| Innovation | 76 score, improving | Positive UX coverage, low excitement tone | Moderate |
| Reputation | NPS = +3, pride-to-work = 44% | Reputational echoes persist in media framing | High |
| Perception | 58% favorability | Neutral media tone with few emotional stories | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
High = Significant misalignment — brand equity at risk
Moderate = Opportunity to realign narrative and close trust/innovation gaps
PNC Bank is steady, respected — but still fighting for national visibility.
Among regional banks, PNC scores competitively in trust and reputation, reflecting customer loyalty and consistent operations. But its Brand Equity Score™ reveals a gap in innovation perception and media voice — the brand is solid, yet seldom spotlighted. PNC performs well, but under the radar.
This snapshot highlights the opportunity: to evolve from reliable regional brand to a nationally recognized, innovation-forward player with broader emotional equity.
— MeasuredI/O BES Insights Team
| Dimension | PNC Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 68 | Chase – 84 | –16 |
| Trust | 71 | Chase – 86 | –15 |
| Perception | 69 | Chase – 81 | –12 |
| Reputation | 72 | Chase – 81 | –9 |
| Composite | 70.0 | 83.0 | –13 avg |
Quantitative Lens — PNC Bank (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment signals and brand health indicators across core equity dimensions. PNC Bank ranks as one of the most trusted regional brands in finance — with steady favorability and low detractor levels. However, innovation perception, emotional relevance, and national visibility remain subdued.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 69% | Strong regional awareness, but lacks national mindshare |
| Favorability | 60% | Respected by customers; few detractors |
| Trust Index | 71% | High institutional trust, especially among older demos |
| Perceived Value | 64% | Seen as reliable, not differentiated |
| Brand Advocacy Index™ | +2 | Low promoter base — high neutrality |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps exist in Innovation and Perception. While PNC is a high-trust brand, it struggles to build energy around innovation or emotional storytelling — limiting its elevation beyond “safe and solid.”
Equity concentrated in trust — opportunity to grow inspiration
Insight: PNC has earned consumer trust, but now needs to differentiate. Investing in culture-forward messaging, innovation visibility, and emotional storytelling will help transform it from a dependable regional player to a modern national brand.
Qualitative Lens — PNC Bank (Earned Media Signals, Q2 2025)
PNC’s media presence is limited in national coverage, with most mentions centered on economic commentary, regional market updates, or neutral banking news. Emotional narratives, innovation features, and leadership visibility are largely absent, reducing brand resonance in a crowded financial media landscape.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Occasional mentions of digital tools and fintech partnerships | Modest — lacks standout positioning |
| Trust & Governance | Steady tone focused on risk posture and market resilience | Positive — reinforces safe reputation |
| Leadership Visibility | Minimal CEO or executive coverage | Weak — voice of brand underutilized |
| Community & Culture | Some DEI and local impact coverage; low repetition | Emerging — underleveraged in narrative |
Solid foundation, but low visibility and emotion
Insight: PNC has the trust and operating reputation needed to grow — but must scale its brand storytelling and cultural relevance to move from regional strength to national leadership.
Brand Equity Opportunity – PNC Bank
What to Leverage:
- High trust (71%) and favorability (60%) scores signal a stable and respected customer experience.
- Strong risk management reputation and steady media tone contribute to institutional confidence.
- Positive consumer sentiment in key regional markets forms a solid foundation for brand growth.
What to Watch:
- Awareness (69%) and innovation visibility remain low relative to national peers.
- Leadership presence and cultural storytelling are minimal — limiting emotional resonance.
- Low brand advocacy (+2) and media footprint may stall equity momentum without intentional amplification.
Recommended Strategic Focus:
Evolve from quiet consistency to confident leadership. PNC should activate national relevance by investing in innovation storytelling, executive visibility, and emotionally resonant brand narratives.
Expanding from trust to inspiration will unlock stronger differentiation and growth beyond its core regions.
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 | 70% trust | Mixed sentiment | Moderate |
| Innovation | 72 score, high awareness | Technical but low emotional tone | Moderate |
| Reputation | NPS = 8, 46% pride-to-work | Labor concerns dominate stories | High |
| Perception | 59% favorability | Buzz-heavy, but low resonance | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
High = Significant misalignment — brand equity at risk
Moderate = Opportunity to realign narrative and close trust/innovation gaps
TD Bank is well-liked, well-run — but still under-recognized.
Often described as “America’s most convenient bank,” TD scores consistently across trust and value, yet its Brand Equity Score™ reveals a quiet gap: high customer satisfaction but low cultural salience. It performs well operationally but lacks voice in the broader financial conversation. While TD is dependable, it’s not yet differentiated.
This snapshot sets the stage for TD’s next chapter — from neighborhood favorite to national brand with stronger perception, purpose, and personality.
— MeasuredI/O BES Insights Team
| Dimension | TD Bank Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 70 | Chase – 84 | –14 |
| Trust | 68 | Chase – 86 | –18 |
| Perception | 66 | Chase – 81 | –15 |
| Reputation | 72 | Chase – 81 | –9 |
| Composite | 69.0 | 83.0 | –14 avg |
Quantitative Lens — TD Bank (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. TD Bank shows stable performance, with strong regional trust — but signals of stagnation in innovation and perception growth.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 71% | Recognized in regional markets, but low national presence |
| Favorability | 61% | Consistently liked, low detractor rate |
| Trust Index | 68% | Trusted, especially among middle-income customers |
| Perceived Value | 65% | Seen as convenient and customer-friendly |
| Brand Advocacy Index™ | +5 | Modest promoter base — lacks strong evangelism |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps detected in Innovation and Perception. While TD enjoys strong customer sentiment, it struggles to command national media attention or differentiate its narrative from peer banks.
Perception & innovation tone mismatch
Insight: TD Bank’s dependable brand is an asset — but its innovation and leadership story remains quiet. A stronger storytelling strategy could elevate it from convenience brand to national financial thought leader.
Qualitative Lens — TD Bank (Earned Media Signals, Q2 2025)
TD Bank’s media coverage is steady but subdued. Most stories center on customer service initiatives, local community programs, or general market commentary. The brand rarely shows up in innovation headlines or national trend stories, limiting its media-driven perception as a leader or disruptor.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Referenced in digital banking discussions, but not leading | Low innovation lift — not positioned as modern challenger |
| Trust & Ethics | Mostly positive — few controversies | Reinforces dependability, but lacks emotional depth |
| Corporate Culture | Internal culture stories rare; CEO visibility low | Under-leveraged — leadership voice missing |
| Community Impact | Notable local initiatives, but limited national pickup | Positive potential — needs broader amplification |
High sentiment stability, low media salience
Insight: TD Bank’s equity is strong but understated. Future gains will depend on stepping into national leadership — through executive visibility, innovation positioning, and emotionally resonant storytelling.
Brand Equity Opportunity – TD Bank
What to Leverage:
- Strong trust and favorability metrics show TD is well-regarded across its core customer base.
- Convenience, customer service, and local presence are core equity anchors that continue to differentiate in retail banking.
- Media sentiment is largely positive and risk-free — a strong foundation for narrative expansion.
What to Watch:
- Innovation and perception scores trail leading national banks — indicating a lack of cultural relevance and tech-forward storytelling.
- Leadership visibility and institutional voice are limited, reducing TD’s influence in national financial discourse.
- Brand advocacy is modest — with minimal earned amplification or emotional loyalty outside core regions.
Recommended Strategic Focus:
Shift from operational consistency to national narrative building. TD Bank must tell a bigger story — one rooted in human experience, innovation relevance, and social impact.
Elevating executive presence, amplifying community work, and leaning into digital transformation will help move TD from regional preference to national brand equity contender.
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 | 69% trust | Frequent regulatory framing | Moderate |
| Innovation | Score = 74 | AI leadership muted vs. peers | Moderate |
| Reputation | NPS +12 | Undifferentiated sentiment tone | Moderate |
| Perception | 63% favorability | Strong, stable media visibility | 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
Citi is globally known — but reputationally blurred in today’s U.S. market.
Once a top-tier consumer and investment banking brand, Citi remains widely recognized and institutionally credible. But its U.S. media and public perception reflect a muted presence — lacking emotional pull, innovation spotlight, or cultural visibility. The Brand Equity Score™ shows a legacy brand that performs steadily, yet struggles to stand out amid louder, bolder competitors.
This BES snapshot outlines the challenges — and the opportunities — for Citi to shift from legacy scale to purposeful visibility in a reputation-fragmented landscape.
— MeasuredI/O BES Insights Team
| Dimension | Citi Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 67 | Chase – 84 | –17 |
| Trust | 65 | Chase – 86 | –21 |
| Perception | 64 | Chase – 81 | –17 |
| Reputation | 72 | Chase – 81 | –9 |
| Composite | 67.0 | 83.0 | –16 avg |
Quantitative Lens — Citi (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. Citi maintains moderate scores across the board, signaling legacy strength — but lacks clear differentiation among rising audiences.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 85% | High awareness — especially among older and urban audiences |
| Favorability | 60% | Modest favorability, with few passionate promoters |
| Trust Index | 65% | Trusted institutionally, but emotionally neutral |
| Perceived Value | 64% | Solid perception, but low excitement |
| Brand Advocacy Index™ | +4 | Low promoter base — under-activated brand sentiment |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps exist in Perception and Advocacy. Citi’s brand signals point to institutional respect — but lack cultural energy, innovation equity, or emotional relevance.
Emotional engagement and differentiation gaps
Insight: Citi’s brand foundation remains intact — but future relevance will depend on clearer positioning, emotional storytelling, and culturally resonant signals across platforms and demographics.
Qualitative Lens — Citi (Earned Media Signals, Q2 2025)
Citi’s Q2 earned media presence focused on institutional strength, economic commentary, and global reach. While tone remained neutral to positive, the brand was underrepresented in high-engagement narratives such as innovation, ESG leadership, or cultural impact. Leadership presence and emotional storytelling remain low, contributing to muted resonance.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Referenced in tech partnerships, but rarely highlighted | Weak innovation narrative — under-leveraged potential |
| Trust & Ethics | Positive coverage on governance and regulation | Baseline trust reinforced — but not amplified |
| Corporate Culture | Limited CEO presence or talent-forward messaging | Neutral — lacking emotional brand leadership |
| Community Impact | Occasional CSR and DEI mentions | Positive but quiet — not a lead signal |
High institutional presence — low cultural resonance
Insight: To grow cultural and emotional relevance, Citi must rebalance its narrative — elevating brand storytelling, leadership presence, and innovation clarity to close the equity gap with rising peers.
Brand Equity Opportunity – Citi
What to Leverage:
- Strong global brand awareness and institutional credibility provide a solid foundation for trust.
- Positive associations with governance, economic stewardship, and regulatory responsibility.
- Balanced brand familiarity across both consumer and enterprise segments.
What to Watch:
- Low innovation visibility and weak cultural storytelling limit engagement among younger audiences.
- Advocacy and emotional loyalty are underdeveloped — suggesting functional, not inspirational, brand positioning.
- Muted leadership voice and media salience reduce perception of purpose or direction.
Recommended Strategic Focus:
Citi should reposition itself not just as a global financial institution, but as a purpose-driven leader.
To grow equity with new audiences, Citi must expand its cultural footprint — elevating emotional storytelling, innovation visibility, and leadership presence.
From competent to compelling: narrative differentiation is key to long-term equity growth.
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 | Strong among 45+ | Consistent, institutional tone | Low |
| Innovation | High among tech-savvy earners | Understated AI/media presence | Moderate |
| Reputation | Strong in legacy sectors | Minimal controversy, low cultural traction | Moderate |
| Perception | High in 45+ / High income | Media portrays stability & legacy | 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
U.S. Bank is quietly trusted — but publicly under-celebrated.
As one of the most reliable names in regional banking, U.S. Bank earns strong trust and reputation scores. Yet its Brand Equity Score™ reveals a subdued national narrative — lacking innovation buzz, emotional salience, or cultural breakthrough moments. It's a brand that delivers — but doesn’t yet differentiate.
To grow beyond operational strength, U.S. Bank must elevate its storytelling, leadership visibility, and modern brand presence — turning consistency into distinction.
— MeasuredI/O BES Insights Team
| Dimension | U.S. Bank Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 65 | Chase – 84 | –19 |
| Trust | 67 | Chase – 86 | –19 |
| Perception | 66 | Chase – 81 | –15 |
| Reputation | 70 | Chase – 81 | –11 |
| Composite | 67.0 | 83.0 | –16 avg |
Quantitative Lens — U.S. Bank (Q2 2025)
MeasuredI/O’s quantitative lens blends consumer trust, sentiment, and advocacy indicators to assess brand equity. U.S. Bank performs well across foundational metrics — trust, reliability, and value — yet its favorability and innovation signals remain subdued. It is quietly admired, but under-leveraged as a national brand.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 79% | Strong in Midwest and regional markets |
| Favorability | 55% | Well-liked, but low national buzz |
| Trust Index | 67% | Reliability drives consistent consumer trust |
| Perceived Innovation | 65% | Conservative tech image — not seen as a leader |
| Brand Advocacy Index™ | +4 | Low evangelism despite low detractor rate |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps appear in Innovation and Perception. U.S. Bank is well-trusted — but rarely framed as exciting or differentiated, leading to stagnant reputation growth.
Innovation & advocacy signal lag
Insight: U.S. Bank’s brand is dependable — but not distinct. To close equity gaps, the brand must amplify its voice: celebrating customer impact, tech innovation, and purpose-driven leadership.
Qualitative Lens — U.S. Bank (Earned Media Signals, Q2 2025)
U.S. Bank’s media presence is defined by financial strength, risk stability, and steady performance — but lacks emotional storytelling and innovation buzz. Most coverage is tied to quarterly results, local sponsorships, and small-scale tech announcements. National visibility remains limited, with few breakthrough narratives or bold campaigns.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Coverage of digital banking tools, but low repetition | Functional — lacks leadership position |
| Trust & Ethics | Credible tone, consistent with regional stability | Reinforces baseline trust |
| Corporate Culture | Minimal CEO or employer branding visibility | Quiet culture — weak talent engagement |
| Community Impact | Community stories exist, but not broadly amplified | Positive intent — underleveraged in media |
Low media salience despite strong foundations
Insight: U.S. Bank’s media signals reinforce operational trust, but don’t elevate the brand. A more visible, emotionally compelling brand story is key to unlocking growth and cultural equity.
Brand Equity Opportunity – U.S. Bank
What to Leverage:
- U.S. Bank maintains high trust (67%) and a strong reputation (70) across core regions.
- Favorability and reliability metrics position it as a stable, dependable banking brand.
- Consistent tone in earned media reinforces operational excellence and low-risk perception.
What to Watch:
- Media coverage lacks breakthrough storytelling — limiting innovation and cultural differentiation.
- Brand advocacy is soft, with few passionate supporters or social amplification.
- National leadership visibility and emotionally resonant narratives remain largely absent.
Recommended Strategic Focus:
Shift from quiet consistency to elevated distinction. U.S. Bank should invest in storytelling around innovation, customer impact, and community leadership.
Elevating executive voice, brand purpose, and emotional relevance will help the brand scale from respected regional player to nationally admired brand.
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 | 67% trust | Neutral-to-positive tone | Moderate |
| Innovation | 65 score | Light tech mentions, little innovation framing | Moderate |
| Reputation | NPS = +4, pride-to-work = 41% | Shallow narratives, few cultural anchors | High |
| Perception | 58% favorability | Coverage tied to local events or quarterly updates | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
High = Significant misalignment — brand equity at risk
Moderate = Opportunity to realign narrative and close trust/innovation gaps
HSBC is present — but not prominent.
Its global scale and reputation command institutional respect, but in the U.S. market, HSBC’s brand narrative is muted. While trust and perception scores are respectable, the Brand Equity Score™ reveals wide gaps in innovation relevance and emotional equity. Media presence is low, and cultural salience is even lower.
To rebuild brand equity stateside, HSBC must reintroduce itself — with a sharper voice, innovation-forward framing, and purpose-driven leadership storytelling.
— MeasuredI/O BES Insights Team
| Dimension | HSBC Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 63 | Chase – 84 | –21 |
| Trust | 66 | Chase – 86 | –20 |
| Perception | 64 | Chase – 81 | –17 |
| Reputation | 67 | Chase – 81 | –14 |
| Composite | 65.0 | 83.0 | –18 avg |
Quantitative Lens — HSBC (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment with engagement signals to surface brand health insights. HSBC maintains institutional trust and awareness, particularly among international and urban audiences. However, innovation perception and emotional engagement trail domestic peers — revealing a brand that feels more transactional than transformative in the U.S. landscape.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 81% | High familiarity in coastal metros and global cities |
| Favorability | 54% | Generally positive — but emotionally neutral |
| Trust Index | 66% | Perceived as stable and professional, not disruptive |
| Perceived Innovation | 45% | Low awareness of tech investments or transformation |
| Brand Advocacy Index™ | +3 | Low enthusiasm — few vocal defenders |
Brand Alignment Gap Index™ (BAGI™)
Innovation Misalignment is HSBC’s most urgent risk. While baseline trust is solid, the bank’s U.S. narrative is outdated — offering no compelling story for future-focused customers or culturally connected audiences.
Innovation & emotional relevance gap
Insight: HSBC’s U.S. brand feels static — reliable, but invisible. Strategic equity growth requires a bolder, more emotionally resonant narrative that repositions the brand as more than just global — but meaningfully local, digital, and human-centered.
Qualitative Lens — HSBC (Earned Media Signals, Q2 2025)
HSBC’s earned media presence in the U.S. is sparse and transactional. Most coverage is tied to quarterly results, global restructurings, or macroeconomic commentary. Innovation leadership, ESG initiatives, or brand-forward storytelling are rarely featured. This results in low cultural salience — a brand known more for scale than story.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Occasional mentions of fintech or ESG tech, but not breakthrough | Low lift — lacks innovation identity |
| Trust & Ethics | Neutral to favorable tone — no significant risks | Stable — but lacks emotional or ethical depth |
| Corporate Culture | Leadership largely absent in U.S. coverage | Low visibility — brand lacks voice |
| Community Impact | Scattered mentions of community grants or sustainability | Under-amplified — no cultural traction |
Stable presence, but little narrative spark
Insight: HSBC’s earned media signals reinforce its institutional credibility — but fail to create emotional loyalty. Brand equity growth will require investing in culturally resonant storytelling and modern leadership positioning in the U.S.
Brand Equity Opportunity – HSBC
What to Leverage:
- Baseline trust (66%) and brand awareness (81%) provide a stable U.S. foundation.
- HSBC’s global credibility and financial legacy remain well-respected among institutional and high-income audiences.
- Media tone is generally neutral or positive — creating space for controlled narrative expansion.
What to Watch:
- Innovation score (45%) is low, and the brand lacks perceived leadership in fintech or ESG transformation.
- Advocacy and emotional loyalty are weak — with limited values-based storytelling in media coverage.
- U.S. executive visibility is minimal, and few culturally resonant narratives have broken through.
Recommended Strategic Focus:
Reposition HSBC for modern relevance in the U.S. by telling stories beyond scale and stability.
Spotlight community impact, digital innovation, and inclusive leadership to connect emotionally with new audiences.
Evolving from global bank to human brand will be key to U.S. equity growth.
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 | 66% trust | Neutral sentiment | Moderate |
| Innovation | 45% see HSBC as innovative | Quiet media narrative | High |
| Reputation | NPS = +5, moderate pride | Lacks emotional storytelling | High |
| Perception | 52% favorability | Few breakout headlines | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
High = Significant misalignment — brand equity at risk
Moderate = Opportunity to realign narrative and close trust/innovation gaps
KeyBank isn’t shaping the conversation — it’s fading from it.
With modest visibility, quiet media presence, and soft sentiment signals, KeyBank is falling behind on every major dimension of brand equity. Trust is neutral, innovation perception is low, and emotional engagement is virtually nonexistent. The brand feels operationally present — but culturally absent.
The path forward demands visibility, voice, and vision. KeyBank must reframe its identity, clarify its purpose, and show up consistently in both media and community to reverse reputation drift.
— MeasuredI/O BES Insights Team
| Dimension | KeyBank Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 61 | Chase – 84 | –23 |
| Trust | 59 | Chase – 86 | –27 |
| Perception | 58 | Chase – 81 | –23 |
| Reputation | 62 | Chase – 81 | –19 |
| Composite | 60.0 | 83.0 | –23 avg |
Quantitative Lens — KeyBank (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with behavioral metrics to evaluate brand health. KeyBank has moderate recognition in core regions, but scores low on trust, favorability, innovation perception, and brand advocacy. It is seen more as a transactional bank than a modern brand with purpose or personality.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 62% | Recognized regionally, but lacks national mindshare |
| Favorability | 48% | Mixed sentiment, with few strong advocates |
| Trust Index | 59% | Neutral — not distrusted, but not celebrated |
| Perceived Value | 53% | Limited differentiation vs. peers |
| Brand Advocacy Index™ | +2 | Low recommendation signal — no emotional pull |
Brand Alignment Gap Index™ (BAGI™)
Critical Gaps in Trust and Perception. KeyBank lacks a compelling narrative and emotional presence, with most signals landing in the middle — safe, but not strong.
Emotional equity misalignment
Insight: KeyBank’s quantitative profile reveals a brand adrift — recognized but under-leveraged, trusted but not loved. To grow equity, it must activate values-driven storytelling and leadership visibility.
Qualitative Lens — KeyBank (Earned Media Signals, Q2 2025)
KeyBank’s earned media tone is sparse and uninspiring. Coverage is dominated by local philanthropy announcements, financial statements, and occasional operational changes. The absence of bold storytelling, innovation narrative, or leadership presence contributes to a static brand image.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Rarely mentioned in fintech or AI spaces | Low impact — not seen as future-facing |
| Trust & Ethics | Generally positive tone, but low volume | Stable — but not distinctive |
| Corporate Culture | Minimal visibility around leadership or talent | Weak employer brand signal |
| Community Impact | Local grant work mentioned, but not amplified | Good intent — but lacks reach |
Narrative tone: Flat and low energy
Insight: KeyBank’s earned narrative mirrors its quantitative gaps — present, but uninspired. The opportunity lies in creating relevance through purpose-led storytelling, bold executive positioning, and innovation-forward visibility.
Brand Equity Opportunity – KeyBank
What to Leverage:
- KeyBank maintains moderate trust (59%) and a stable regional footprint across the Midwest and Northeast.
- Local community giving and philanthropic programs provide a starting point for values-driven storytelling.
- Brand awareness in core markets (62%) gives it room to activate visibility campaigns with known audiences.
What to Watch:
- Trust, innovation, and perception all trail the category leader by more than 20 points — a critical narrative deficit.
- Earned media visibility is minimal — and largely transactional, with no standout leadership or breakthrough campaigns.
- Internal advocacy is weak: brand pride and recommendation scores are among the lowest in the category.
Recommended Strategic Focus:
KeyBank must reframe its role in today’s financial ecosystem. Step out of the background with modern storytelling, purpose-led initiatives, and bold community partnerships. A revitalized executive voice, paired with innovation-forward messaging, can help reposition KeyBank from operational utility to emotional relevance.
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 | 40% trust / 34% unsure | Skeptical tone | High |
| Innovation | Score = 62 | Muted coverage | Moderate |
| Reputation | Low NPS / low advocacy | Defensive framing | High |
| Perception | 44% favorability | Weak media buzz | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
High = Significant misalignment — brand equity at risk
Moderate = Opportunity to realign narrative and close trust/innovation gaps
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
Payments?
A Comprehensive Benchmark Built on Real-World Signals & Public Opinion
Q2 2025 Brand Equity Score™ – Payments Top 5 Brands
| Rank | Brand | Composite BES™ | Innovation | Trust | Perception | Reputation |
|---|---|---|---|---|---|---|
| 1 | Visa | 85.0 | 82 | 89 | 84 | 85 |
| 2 | Mastercard | 83.5 | 85 | 84 | 82 | 83 |
| 3 | American Express | 80.2 | 74 | 88 | 78 | 81 |
| 4 | PayPal | 77.4 | 72 | 79 | 76 | 83 |
| 5 | SoFi | 65.2 | 68 | 60 | 66 | 67 |
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.
Visa isn’t chasing the category — it defines it.
With a global footprint and seamless integration into everyday financial life, Visa has quietly earned leadership status across trust, reputation, and perception. While it doesn’t always dominate headlines, its brand equity is elite — built on security, reliability, and relevance across generations and geographies.
This profile reveals the power of consistency and credibility — and why Visa remains the most trusted name in payments.
— MeasuredI/O BES Insights Team
| Dimension | Visa Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 82 | Mastercard – 85 | –3 |
| Trust | 89 | Visa – 89 | — |
| Perception | 84 | Visa – 84 | — |
| Reputation | 85 | Visa – 85 | — |
| Composite | 85.0 | Visa – 85.0 | — |
Quantitative Lens — Visa (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Visa’s scores show exceptional alignment across awareness, trust, perceived value, and advocacy — a rare signal of brand maturity and public confidence. It’s a quiet leader with powerful emotional equity.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 92% | Universal recognition across all demographics |
| Favorability | 71% | High sentiment stability — broad consumer trust |
| Trust Index | 89% | Top of category — built on legacy and security |
| Perceived Value | 84% | Seen as reliable, useful, and essential |
| Brand Advocacy Index™ | +14 | Strong promoter base, low detractor presence |
Brand Alignment Gap Index™ (BAGI™)
Minimal Gaps observed. Visa shows alignment across all quantitative and qualitative indicators — the mark of a resilient and respected brand.
Trust + value harmony across channels
Insight: Visa’s brand is proof that consistency, credibility, and relevance can scale together. It remains the category benchmark — admired, adopted, and trusted across every touchpoint.
Qualitative Lens — Visa (Earned Media Signals, Q2 2025)
Visa’s earned media signals are consistent, high trust, and globally recognizable. Q2 2025 coverage focused on its role in global payments infrastructure, digital commerce expansion, and financial inclusion partnerships. The brand continues to be viewed as a neutral enabler — stable, secure, and modern without being flashy.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Coverage of crypto integration and digital security | Solid — innovation framed as useful, not flashy |
| Trust & Ethics | Frequent mentions of fraud prevention, security, and reliability | Reinforces leadership in trust and safety |
| Corporate Culture | Low-controversy brand with strong institutional credibility | Stable — not highly visible, but consistently respected |
| Community Impact | Financial inclusion, women in fintech, and global access initiatives | Positive equity — opportunity to amplify further |
Low drama, high trust — Visa’s brand story remains durable
Insight: Visa’s strength lies in its reliability and neutrality — a financial utility that people respect and trust. While not culture-forward, it owns its lane with clarity and credibility.
Brand Equity Opportunity – Visa
What to Leverage:
- Top-tier scores across all four equity dimensions — Visa is the most trusted, consistent brand in payments.
- Trust (89%) and perception (84%) are elite — offering a stable foundation for cross-generational resonance.
- Broad visibility across consumers, merchants, and financial institutions ensures wide-scale impact potential.
What to Watch:
- Innovation scores (82) trail Mastercard — signaling opportunity to reinforce future-forward leadership.
- Media narrative remains functional — lacking emotional hooks, bold leadership visibility, or cultural relevance.
- While trusted, Visa risks becoming invisible — a background utility rather than an aspirational brand.
Recommended Strategic Focus:
Evolve Visa from category utility to cultural leader. Amplify innovation visibility through storytelling, elevate purpose-led initiatives in financial inclusion, and build emotional equity through executive voice and community impact.
Trust has been earned — now Visa must lead with feeling.
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 | 89% trust | Strong and steady sentiment in financial media | Low |
| Innovation | 82 score | Digital security and crypto integration themes dominate | Low |
| Reputation | NPS +14 | Consistent tone of trust, scale, and dependability | Low |
| Perception | 84% favorability | Positive tone across earned placements | 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
Mastercard is one of the most emotionally resonant brands in payments.
While slightly behind Visa on composite score, Mastercard delivers high performance across innovation, trust, and perception. Its brand is powered by bold campaigns and inclusive messaging — helping it close the favorability gap with high-energy storytelling and global purpose alignment.
This snapshot highlights how Mastercard has built cultural relevance without sacrificing trust — and where the next wave of growth could come from.
— MeasuredI/O BES Insights Team
| Dimension | Mastercard Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 85 | Mastercard – 85 | — |
| Trust | 84 | Visa – 89 | –5 |
| Perception | 82 | Visa – 84 | –2 |
| Reputation | 83 | Visa – 85 | –2 |
| Composite | 83.5 | Visa – 85.0 | –1.5 avg |
Quantitative Lens — Mastercard (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Mastercard demonstrates strong trust, innovation, and advocacy scores — with the highest innovation rating in the category. It combines emotional storytelling with payment relevance, making it one of the most culturally attuned financial brands.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 90% | Strong brand presence globally and across demos |
| Favorability | 68% | Warm emotional affinity, especially among younger users |
| Trust Index | 84% | Consistently high — especially among cardholders |
| Perceived Value | 80% | Seen as both secure and rewarding |
| Brand Advocacy Index™ | +12 | Strong recommendation rate — driven by Priceless campaigns |
Brand Alignment Gap Index™ (BAGI™)
Minimal Gaps detected. Mastercard’s innovation, purpose, and trust signals are well aligned across quant and qual — helping it maintain relevance across diverse audiences.
Balanced performance across equity signals
Insight: Mastercard has carved out a rare position in financial services — blending high utility with cultural warmth. To stay ahead, it must continue owning innovation, while amplifying global inclusion and purpose-first storytelling.
Qualitative Lens — Mastercard (Earned Media Signals, Q2 2025)
Mastercard’s media coverage continues to blend technical relevance (cybersecurity, tokenization, and AI partnerships) with values-driven narratives. The “Priceless” platform remains one of the most effective emotional campaigns in the category, supported by media mentions tied to financial inclusion, LGBTQ+ partnerships, and innovation in digital identity. While visibility is strong, CEO voice and ESG amplification remain areas for further growth.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Consistent leadership in tokenization and AI security | Strong — innovation leadership maintained |
| Trust & Ethics | High visibility around security and responsible tech | Reinforces brand safety and ethical positioning |
| Reputation & Culture | Priceless Planet and DEI programs amplify purpose | Boosts perception and cultural equity |
| Leadership Visibility | CEO coverage lower than peers | Missed opportunity for trust amplification |
Emotion + innovation driving Mastercard’s brand equity
Insight: Mastercard is one of the few brands in finance winning both the heart and the headline. With further emphasis on executive thought leadership and ESG narrative scale, it could emerge as the definitive purpose-driven leader in payments.
Brand Equity Opportunity – Mastercard
What to Leverage:
- Elite innovation and trust scores (85 and 84) place Mastercard among the most balanced brands in payments.
- Emotional storytelling through the “Priceless” platform continues to build strong cultural resonance and brand love.
- Media signals highlight Mastercard’s leadership in digital security, inclusion, and sustainability — differentiating it from peers.
What to Watch:
- Leadership visibility remains low — a missed opportunity to reinforce executive credibility and narrative control.
- Although innovation is strong, media framing tends to emphasize function over future vision.
- Brand equity could plateau if Mastercard fails to evolve beyond emotional campaigns into deeper purpose-led movement building.
Recommended Strategic Focus:
Mastercard should double down on its strengths — while broadening the voice behind them. Elevating executive storytelling, scaling purpose-first messaging, and asserting thought leadership across fintech, AI, and digital trust will keep Mastercard ahead of both legacy and emerging competitors.
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 | 77% trust | Privacy-forward but distant leadership narrative | Low |
| Innovation | 86 score | AI positioning seen as catch-up | Moderate |
| Reputation | NPS = 11 | Declining “pride to work” visibility and sentiment | Moderate |
| Perception | 65% favorability | Positive brand visibility, growing AI scrutiny | 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
American Express is the most reputationally resilient brand in finance — trusted, premium, and purpose-led.
With consistent innovation, high-income audience trust, and differentiated lifestyle positioning, Amex continues to stand out in a category defined by consolidation and disruption. Its Brand Equity Score™ reveals a rare balance of consumer prestige and media credibility across all four equity dimensions.
This snapshot kicks off a deeper look at how Amex sustains its edge, where inclusion gaps may emerge — and what moves will elevate it as the go-to brand for future-forward financial experiences.
— MeasuredI/O BES Insights Team
| Dimension | Amex Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 74 | Mastercard – 85 | –11 |
| Trust | 88 | Visa – 89 | –1 |
| Perception | 78 | Visa – 84 | –6 |
| Reputation | 81 | Visa – 85 | –4 |
| Composite | 80.2 | Visa – 85.0 | –4.8 avg |
Quantitative Lens — American Express (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with behavioral brand metrics to evaluate equity performance. American Express shows rare consistency across trust, value, and favorability — especially among affluent, professional, and travel-minded audiences. It remains one of the most respected financial brands in the U.S.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 93% | Universally known among high-income audiences |
| Favorability | 62% | Strong sentiment — especially among affluent and older users |
| Trust Index | 84% | One of the highest trust scores in the category |
| Perceived Value | 68% | Seen as premium and rewarding — aligns with positioning |
| Brand Advocacy Index™ | +12 | Strong Net Promoter intent among active cardholders |
Brand Alignment Gap Index™ (BAGI™)
Minimal Gaps across trust and value. Some perception softness exists with younger and budget-conscious consumers, but Amex maintains elite alignment among its target demographics.
Premium trust, with room to grow inclusivity and reach
Insight: American Express enjoys high trust and advocacy across its core base. The challenge lies in expanding cultural relevance and perceived accessibility — without diluting its premium identity.
Qualitative Lens — American Express (Earned Media Signals, Q2 2025)
Amex’s earned media presence reinforces its lifestyle and prestige equity. Media coverage clusters around small business advocacy, travel perks, and premium card experiences — with consistent tone across mainstream and vertical outlets. However, emotional storytelling and next-gen relevance remain underleveraged.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | New travel features and rewards tiers | Positive — but not seen as transformative |
| Trust & Ethics | Support for small businesses and transparency noted | High alignment with ethical expectations |
| Corporate Culture | Diverse leadership mentions, DEI focus present | Moderate — potential to deepen visibility |
| Community Impact | CSR and local business initiatives featured | Underrated — strong stories with low amplification |
Trusted and respected — but not fully culture-driving
Insight: American Express is reputationally elite. But to remain future-proof, it must increase its emotional resonance and cultural relevance — especially with younger, emerging segments.
Brand Equity Opportunity – American Express
What to Leverage:
- Trust score (84) is among the highest in financial services — a powerful base for brand advocacy and expansion.
- High favorability (62%) and advocacy signals (+12 NPS) affirm deep loyalty among affluent and professional users.
- Media coverage reinforces premium identity through travel, rewards, and small business support storytelling.
What to Watch:
- Limited resonance with Gen Z and emerging wealth segments may hinder long-term relevance.
- Innovation perception is functional, not disruptive — with few breakout narratives beyond rewards programs.
- Earned media lacks emotionally resonant stories tied to purpose, inclusivity, or cultural leadership.
Recommended Strategic Focus:
American Express should evolve from premium transactional brand to cultural icon.
The next phase of growth will depend on emotionally engaging storytelling, inclusive access strategies, and positioning Amex as not just a financial partner — but a lifestyle enabler rooted in purpose and trust.
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 | Responsible, premium tone | Low |
| Innovation | Score = 76 | Product-led stories, not disruptive | Moderate |
| Reputation | NPS = +12, 44% pride-to-work | Stable sentiment, modest excitement | Moderate |
| Perception | 62% favorability | High awareness, emotional neutrality | 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
PayPal is visible, trusted — but facing a brand relevance gap.
With strong awareness and historical trust, PayPal remains a staple of the digital payments ecosystem. But innovation scores have cooled, and emotional connection lags behind peers like Visa and Amex. The brand's narrative is rooted in legacy utility, not future-forward leadership.
This BES snapshot surfaces a clear pivot point: PayPal must evolve beyond transaction enabler to cultural connector — or risk fading amid louder, bolder challengers.
— MeasuredI/O BES Insights Team
| Dimension | PayPal Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 72 | Mastercard – 85 | –13 |
| Trust | 79 | Visa – 89 | –10 |
| Perception | 76 | Visa – 84 | –8 |
| Reputation | 83 | Visa – 85 | –2 |
| Composite | 77.4 | Visa – 85.0 | –7.6 avg |
Quantitative Lens — PayPal (Q2 2025)
MeasuredI/O’s quantitative lens blends consumer sentiment signals with reputation and trust metrics to evaluate overall brand equity. PayPal maintains strong awareness and favorability, but advocacy and innovation scores suggest the brand is operating on legacy trust more than future resonance.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 94% | Ubiquitous — long-time digital payments mainstay |
| Favorability | 59% | Strong sentiment, but flattening among younger demos |
| Trust Index | 79% | Historically high — now slowly eroding with fintech pressure |
| Perceived Innovation | 72% | Solid, but not seen as a category pioneer anymore |
| Brand Advocacy Index™ | +8 | Moderate NPS — not as loved as Amex or Visa |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps are emerging in Innovation and Advocacy. While trust remains intact, PayPal’s relevance signal is fading — especially with younger, mobile-first consumers.
Trust-to-relevance misalignment
Insight: PayPal’s legacy brand strength remains powerful, but its emotional edge and future-forward appeal need reinvestment. It's time to shift from platform to purpose.
Qualitative Lens — PayPal (Earned Media Signals, Q2 2025)
PayPal’s earned media presence remains high in volume but light in resonance. Most coverage centers on payment integrations, financial partnerships, and leadership transitions — with little narrative around innovation, purpose, or cultural relevance. New competitors like Apple Pay and Cash App are seizing momentum in mobile-first storytelling.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Feature rollouts and fintech tie-ins dominate | Functional — lacks visionary edge |
| Trust & Ethics | Neutral to positive tone on security, but rare values-driven stories | Stable — underleveraged trust narrative |
| Corporate Culture | Leadership visibility declining post-CEO transition | Mixed — personality gap emerging |
| Community Impact | Minimal media around ESG, purpose, or inclusion | Weak — brand purpose underrepresented |
Present but forgettable — PayPal’s media signal
Insight: PayPal needs a new emotional narrative. The brand has earned trust but must now earn attention — with clear values, bold innovation, and cultural resonance to stay competitive.
Brand Equity Opportunity – PayPal
What to Leverage:
- PayPal remains a household name with 94% brand awareness and strong favorability across generations.
- Trust is solid at 79%, providing a reputational foundation even amid fintech disruption.
- Innovation is still recognized (72%) due to product ubiquity and payment integration dominance.
What to Watch:
- Media narratives are transactional — focused on features, not future — weakening emotional resonance.
- NPS (+8) trails category leaders, and internal advocacy is underreported in earned coverage.
- Leadership visibility and values-based storytelling are nearly absent — limiting brand warmth and inspiration.
Recommended Strategic Focus:
Shift from legacy utility to modern relevance. PayPal must reinvigorate its equity with emotionally compelling narratives around trust, inclusion, innovation, and leadership. By elevating values-first storytelling and human-centered campaigns, the brand can build a new era of affinity — not just functionality.
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% trust | Functional tone with little values storytelling | Moderate |
| Innovation | 72 score, high awareness | Transactional product coverage, low inspiration | Moderate |
| Reputation | NPS = +8, modest pride signals | Low leadership visibility, flat brand tone | High |
| Perception | 58% favorability | Limited emotional buzz or distinct narrative | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
High = Significant misalignment — brand equity at risk
Moderate = Opportunity to realign narrative and close trust/innovation gaps
SoFi is the challenger brand with momentum — but faces trust and visibility headwinds.
With solid innovation signals and strong relevance among younger, digitally savvy audiences, SoFi is carving out a unique space in the financial services category. However, its Brand Equity Score™ reveals key challenges: a trust deficit, low perception visibility, and a reputation gap that could limit long-term adoption.
This snapshot highlights the delicate path for fintech disruptors — growing fast, but needing to convert awareness into affinity and trust to scale equity and resilience.
— MeasuredI/O BES Insights Team
| Dimension | SoFi Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 68 | Mastercard – 85 | –17 |
| Trust | 60 | Visa – 89 | –29 |
| Perception | 66 | Visa – 84 | –18 |
| Reputation | 67 | Visa – 85 | –18 |
| Composite | 65.25 | Visa – 85.0 | –19.75 avg |
Quantitative Lens — SoFi (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment signals and brand health indicators across core equity dimensions. SoFi has high visibility among younger audiences but struggles to convert awareness into trust, favorability, or advocacy. The brand’s equity is polarized — with opportunity to strengthen values-based resonance.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 74% | High among Millennials and Gen Z, lower with Boomers |
| Favorability | 33% | Many neutral or unsure — emotional equity unformed |
| Trust Index | 60% | Modest confidence levels; rising but fragile |
| Perceived Value | 42% | Not yet seen as indispensable or premium |
| Brand Advocacy Index™ | +4 | Limited evangelism — pride and loyalty yet to build |
Brand Alignment Gap Index™ (BAGI™)
Critical gaps detected in Favorability and Perceived Value. SoFi’s challenger positioning is not yet matched by emotional connection or brand stickiness.
Soft trust, low value association — needs stronger emotional relevance
Insight: SoFi’s visibility exceeds its impact. To grow brand equity, it must build deeper loyalty and meaning among core audiences — especially by owning values-based financial narratives that resonate with next-gen consumers.
Qualitative Lens — SoFi (Earned Media Signals, Q2 2025)
SoFi’s media narrative is dominated by product releases, fintech competition, and influencer partnerships. While energetic, coverage lacks trust-building and community-focused storytelling. Cultural and financial empowerment themes are underutilized in a market that increasingly rewards purpose-driven finance brands.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | App updates, influencer-driven product launches | Surface-level excitement, limited equity depth |
| Trust & Ethics | Some scrutiny on growth pace, little trust-building content | Unstable — opportunity to reinforce purpose |
| Leadership Storylines | CEO visibility low, minimal executive media presence | Weak — leadership trust not reinforced |
| Culture & Community | Few earned stories about values, equity, or social mission | Missed opportunity — weak cultural imprint |
Youth attention ≠ Brand trust — SoFi’s challenge
Insight: SoFi has the attention — but not yet the belief — of its target market. Values-led storytelling and leadership visibility must rise to meet expectations in a crowded category.
Brand Equity Opportunity – SoFi
What to Leverage:
- Strong brand recognition (74%) among Gen Z and Millennials signals high potential for future relevance.
- SoFi’s digital-first model and influencer presence position it well for cultural and financial trend leadership.
- Trust is holding at 60% — a promising foundation for broader equity-building efforts.
What to Watch:
- Favorability and perceived value remain weak — emotional connection is underdeveloped.
- Media narrative is surface-level and lacks storytelling around trust, purpose, or mission.
- Leadership visibility is limited — especially compared to legacy financial brands with strong executive voice.
Recommended Strategic Focus:
Move from awareness to meaning. SoFi should double down on trust-building, inclusion, and cultural relevance — especially among financially curious but skeptical younger audiences.
Spotlighting leadership, community impact, and member success stories will help transform visibility into advocacy and emotional 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 | 60% trust | Neutral-to-low media tone | Moderate |
| Innovation | 66 score | Product-forward media with Gen Z positioning | Low |
| Reputation | NPS = 4, 31% pride-to-work | Low employee visibility, little media lift | High |
| Perception | 52% favorability | Buzz-driven, but lacks narrative control | Moderate |
PSGI™ compares public perception signals with earned media sentiment to detect potential brand alignment risks.
High = Significant misalignment — brand equity at risk
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.
Want More?
Go Deeper with BES™ Insights
- Public opinion deep cuts — trust & security, fees/fairness, customer service, value by product (checking, cards, savings).
- Earned media intelligence — fees, outages, compliance, fintech disruption; tone by outlet and moment.
- Gap diagnostics — high awareness but fee-driven negatives? pinpoint where reputation can recover.
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.
- Product splits — cards vs checking vs savings; regional trust/service readouts.
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.