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The Brand Equity Score™

Signals of Brand Equity

Fast, visual reads on how brand signals move - and what to do about it.

Coke vs. Pepsi Q2

BES highlights: 

  • Coca-Cola = trust & familiarity breadth  
  • Pepsi = youth/innovation momentum, with a conversion gap
  • PSGI places both brands in “Do Both”—activation across press and community is required.

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Read - Why Quant/Qual Duel Lens Approach

Signal Play of the Week

One insight, one PSGI™ callout, one move. Built for comms and brand leaders.

Technology Meta Week of 2025-08-11 PSGI™: Moderate Gap

Observation

Innovation salience remains high, but Reputation sits mid–50s. PSGI™ flags a narrative gap: strong product velocity and creator tools dominate coverage, while safety, governance, and societal impact proof-points under-index.

  • Quant (Q3 snapshot): Reputation trails Innovation by ~9 points; willingness-to-recommend is soft in risk-sensitive segments.
  • Qual (Q2–Q3 media & social): High volume on features/AI, limited third-party validation on safety outcomes; elevated polarity on governance topics.

Source window: BES™ Quant (Meta brand query, Q2–Q3 2025) + BES™ Qual (earned & social, Q2–Q3 2025).

Why it matters

Unresolved gaps depress conversion from awareness → trust, invite narrative hijacking, and raise the cost of growth in adjacent categories (AI assistants, AR, messaging commerce). Without visible evidence, innovation wins don’t compound into durable equity.

  • Performance risk: News scrutiny drags attention back to concerns; brand-linked KPIs (adoption, cross-sell) face friction.
  • Moat erosion: Competitors with credible proof (safety/governance) can neutralize Meta’s product advantage in reputation-sensitive uses.

Latest Signal Briefs

Short, visual reads that explain what moved — and what to do about it.

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Quantitative & Qualitative Data + PSGI™

Numbers + narratives, joined at the hip — then diagnosed with PSGI™ to find alignment gaps fast.

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Quantitative Data

Definition: Structured, measurable brand health data — telling you what people think and feel, in numerical form.

In the stack, Quant comes from:

  • Brand health surveys — awareness, favorability, trust, value, NPS, buzz.
  • Demographic splits — age, region, income, etc.
  • Trend tracking — pillar scores over time.

Strengths

  • Statistically valid; known sample & margin of error.
  • Comparable across brands, industries, and periods.
  • Ideal for benchmarking and measuring campaign impact.
Talk to us about Quant + Qual + PSGI™ →

Brand Equity Pillars

Four lenses that move composite equity — each one is measurable and actionable.

Click a pillar to see what drives it, what moves it, and what to do next.

Trust

Belief that the brand will do what it says — reliably, safely, and fairly.

What drives it

  • Reliability & quality (product works, service resolves issues)
  • Transparency (policies, pricing, data practices)
  • Customer proof (reviews, case studies, guarantees)

How it moves

  • Service recovery and response to issues
  • Third-party validations (audits, certifications)
  • Clear policy updates and follow-through

Do this next

Pick one reliability proof-point and put it everywhere for 6–8 weeks (site, paid, PR, product UI). Measure weekly.

Talk to us about your equity pillars →

Explore by Industry

Find movers, gaps, and plays in your category.

Technology

AI velocity, platform moats, reputation risk.
Apparel & Retail

Heritage vs hype, supply chain, value signaling.
Banking & Financial

Trust drag, fintech narratives, product proof.
Automobile

EV perception, reliability, innovation pace.
Consumer Goods

Quality cues, packaging proof, retailer influence.

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Yes, Let's Talk

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The Brand Equity Score™