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Introducing the

Brand Equity Score™

Index

The new standard in measuring brand strength.

Innovation, Trust, Perception & Reputation

Brand Equity.

Quantified.

Who’s Earning Brand Trust - And Who’s Losing It?

Apple leads in Innovation due to consistent product vision and mass affinity.

Meta’s media dominance doesn’t mean trust, they have a signal gap.


Here’s a snapshot of the top-performing and bottom-tier brands in Q2 2025.

Top 5 Signal Leaders and Bottom 5 Signal Gaps

Brand Composite BES™ Why It Matters
↑ Apple 91.3 Leads in Innovation and Trust due to consistent narrative control and strong consumer affinity across all demos.
↑ Google 88.7 Perception powered by product ubiquity and media halo, but innovation trust gaps are emerging.
↑ Visa 87.5 Dominates in trust thanks to institutional familiarity and media tone consistency.
↑ Microsoft 86.2 AI leadership strengthened innovation scores, while trust and reputation held steady.
↑ Adobe 84.9 Strong creative loyalty and positive media perception sustain high brand equity.
Bottom 5 Signal Gaps
↓ SoFi 61.1 High awareness but neutral-to-negative trust perceptions among Gen Z and Millennials. Media narrative lacks clarity.
↓ PayPal 60.5 Low innovation score and declining trust due to perceived fees and lagging relevance.
↓ Oracle 58.9 Strong in enterprise, but suffers from low favorability and earned media silence.
↓ Meta 57.4 High awareness but polarizing reputation and widening public/media trust gap.
↓ Hewlett Packard Enterprise (HPE) 55.2 Low resonance across demographics. Brand narrative not registering with key audiences.

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.

Nvidia

Nvidia is no longer the underdog — it's the benchmark.

Once known mainly to gamers and engineers, Nvidia has emerged as the defining brand of the AI era. Its chips power the most important innovations in generative AI, and its CEO has become a cultural icon. The result? Nvidia leads every dimension of the Brand Equity Score™ — from innovation and trust to perception and reputation.

This profile reveals what happens when a brand owns the future — and what others must learn to keep up.

— MeasuredI/O BES Insights Team

Dimension Nvidia Score Category Leader Gap
Innovation 95 Nvidia – 95 —
Trust 88 Nvidia – 88 —
Perception 91 Nvidia – 91 —
Reputation 93 Nvidia – 93 —
Composite 91.75 91.75 —
= Category Leader (Gap = 0)

Quantitative Lens — Nvidia (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. Nvidia’s data reveals a rare alignment between admiration, advocacy, and aspiration — the hallmarks of modern brand dominance.

Metric Score Insight
Awareness78%Rising fast — up from 54% a year ago
Favorability69%Strong positive sentiment — minimal detractors
Trust Index88%Among the highest in tech sector
Perceived Value82%High perceived relevance and utility
Brand Advocacy Index™+12Strong promoter base, especially in STEM

Brand Alignment Gap Index™ (BAGI™)

Minimal Gaps observed. Nvidia demonstrates rare alignment across what people think (quant signals) and what they say (media narratives). This cohesion supports the brand’s breakout trajectory.

Strong alignment — innovation and trust narrative synchronized

Insight: Nvidia’s data illustrates what modern brand strength looks like: high awareness with no trust penalty, coupled with sustained advocacy and elevated perception of value. The brand is now setting the equity standard.

Qualitative Lens — Nvidia (Earned Media Signals, Q2 2025)

Nvidia’s earned media signals are nothing short of dominant. Q2 2025 coverage emphasized its role as the enabling force behind the AI revolution — from powering GPT-4o and Gemini to fueling the world’s data centers. The brand narrative remains aspirational and cohesive, with minimal risk exposure.

Category Media Narrative Equity Impact
Innovation Positioned as AI’s infrastructure engine Massive boost — narrative leadership established
Trust & Ethics Viewed as empowering, not exploitative Strengthens trust — limited controversy
Corporate Culture CEO-centric, visionary leadership storytelling Enhances perception of focus and integrity
Community Impact STEM inspiration and AI ecosystem development Emerging narrative — opportunity to expand

High volume, high impact storytelling

Insight: Nvidia’s media dominance is driven by visionary framing and consistent message control. While its cultural relevance is still maturing, it remains the most admired and strategically positioned brand in tech.

Brand Equity Opportunity – Nvidia

What to Leverage:

  • Category-leading scores across all four equity dimensions — a rare position of dominant brand health.
  • High trust and favorability reflect Nvidia’s role as a respected enabler of AI innovation, not just a tech vendor.
  • CEO-driven narrative (Jensen Huang) enhances credibility and adds a human voice to a highly technical brand.

What to Watch:

  • Awareness (78%) still trails consumer-facing giants — limiting full narrative amplification and cultural influence.
  • Media coverage remains highly U.S.-centric — global storytelling and regional equity remain underdeveloped.
  • Equity is still anchored in hardware and B2B relevance — limited emotional resonance with general audiences.

Recommended Strategic Focus:
Extend Nvidia’s equity beyond performance. Now is the time to evolve from admired infrastructure brand to mainstream cultural icon. Amplify emotional storytelling, global impact narratives, and responsible AI leadership to cement Nvidia as the heart of the AI era.

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 88% trust Highly positive sentiment tone Low
Innovation Score = 95 Framed as undisputed AI enabler Low
Reputation NPS +12 Celebratory tone in key media Low
Perception 69% favorability Admired across coverage themes 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

Apple

Apple is one of the most reputationally balanced brands in tech.

While trailing Nvidia slightly in all dimensions, Apple scores within a competitive range across the board. Its reputation lag is due more to media volume saturation and skepticism than brand failures.

This snapshot sets the stage for deeper diagnosis: how Apple maintains elite brand equity, and where the perception gaps are beginning to widen.

— MeasuredI/O BES Insights Team

Dimension Apple Score Category Leader Gap
Innovation 86 Nvidia – 95 –9
Trust 77 Nvidia – 88 –11
Perception 78 Nvidia – 91 –13
Reputation 74 Nvidia – 93 –19
Composite 78.75 91.75 –13 avg
Critical Gap (30+ pts)     |     Moderate Gap (15–30 pts)     |     Strong (within 10–15 pts of leader)

Quantitative Lens — Apple (Q2 2025)

MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Apple continues to post elite favorability and trust signals, but scrutiny around AI competitiveness and declining advocacy metrics highlight pressure on its once-bulletproof reputation.

Metric Score Insight
Awareness98%Universal recognition
Favorability65%Strong, with 33% “Very Favorable”
Trust Index77%High trust, reinforced by privacy stance
Perceived Value68%Seen as premium, consistent with positioning
Brand Advocacy Index™+11Solid, but slight YoY decline

Brand Alignment Gap Index™ (BAGI™)

Moderate Gaps detected in Reputation and Perception. AI skepticism and declining pride-to-work metrics highlight softening emotional equity among stakeholders.

Reputation & Perception softening

Insight: Apple remains one of the strongest consumer brands in the world. However, it must proactively reinforce its cultural leadership and storytelling amid growing AI competition and reputational headwinds.

Qualitative Lens — Apple (Earned Media Signals, Q2 2025)

Apple’s earned media volume remained dominant across global markets. However, narrative control is slipping as media increasingly contrasts Apple’s privacy and design leadership with perceived AI lag and cultural silence.

Category Media Narrative Equity Impact
Innovation Apple Intelligence seen as follow-up, not breakthrough Mixed — late mover perception
Trust & Privacy Reinforced privacy commitment praised by analysts Strong — continues to elevate trust score
Reputation & Culture Unionization debates and manufacturing scrutiny Moderate — pride-to-work softening
Leadership Visibility Tim Cook admired, but emotionally distant Weak — lacks cultural storytelling

Admired but under-activated narrative

Insight: Apple must reignite narrative salience through emotional storytelling and AI leadership signaling, or risk cultural drift despite product excellence.

Brand Equity Opportunity – Apple

What to Leverage:

  • Elite innovation and trust scores (86 and 77 respectively) affirm Apple’s foundational brand strength.
  • Massive favorability and awareness levels give Apple a distinct platform for cultural reactivation.
  • Privacy-forward positioning and product excellence continue to anchor consumer confidence and loyalty.

What to Watch:

  • Reputation score (74) and pride-to-work signals show signs of decline — an early indicator of internal-external narrative misalignment.
  • Apple’s media sentiment is increasingly split between admiration and AI skepticism, challenging long-held dominance.
  • Lack of visible leadership presence and purpose messaging could further widen equity gaps in emotional connection.

Recommended Strategic Focus:
Move from product excellence to emotional resonance. Apple must evolve its AI story beyond feature parity toward visionary leadership. Spotlight cultural narratives, human-centered design, and executive storytelling to reinforce both innovation and relevance in the AI era.

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

Microsoft

Microsoft is the most reputationally resilient brand in tech — trusted, focused, and credible.

With steady innovation, cross-generational trust, and ethical leadership, Microsoft stands out as a stabilizing force in an industry defined by disruption. Its Brand Equity Score™ reveals a brand that is consistently strong across all four equity dimensions, even if not always the flashiest.

This profile sets the tone for a deeper diagnostic: where Microsoft sustains its edge, where emotional resonance can be improved — and what it must do next to future-proof its brand leadership.

— MeasuredI/O BES Insights Team

Dimension Microsoft Score Category Leader Gap
Innovation 84 Nvidia – 95 –11
Trust 75 Nvidia – 88 –13
Perception 76 Nvidia – 91 –15
Reputation 72 Nvidia – 93 –21
Composite 76.75 91.75 –15 avg
= Critical Gap (30+ pts)     |     = Moderate Gap (15–30 pts)

Quantitative Lens — Microsoft (Q2 2025)

Microsoft scores consistently high across key brand health indicators. Broad trust, high favorability, and clear innovation recognition point to a brand that’s evolving without losing its core credibility. It’s one of the few tech brands trusted by all sides — and recognized for steady, responsible progress.

Metric Score Insight
Awareness95%Near-universal reach
Favorability63%Strong positive sentiment
Trust Index75%Broad, stable cross-demo trust
Perceived Value67%Seen as worth the investment
Brand Advocacy Index™+10Strong promoter intent

Brand Alignment Gap Index™ (BAGI™)

Moderate Gaps in Perception and Reputation. Microsoft’s rational strengths lead the category, but emotional and cultural salience still lag. There's room to amplify storytelling and generational relevance.

Emotional & cultural resonance gap

Insight: Microsoft enjoys institutional trust and enterprise credibility. The opportunity lies in building emotional connection and increasing cultural magnetism—especially with Gen Z and younger professionals.

Qualitative Lens — Microsoft (Earned Media Signals, Q2 2025)

Microsoft’s media coverage remains steady and strategy-aligned. From AI and cloud wins to leadership features and governance topics, the brand’s narrative rarely veers off-course. While it doesn't always dominate headlines, Microsoft’s tone signals maturity, clarity, and control.

Category Media Narrative Equity Impact
Innovation Copilot and AI partnerships drive consistent coverage Positive signal — credible leadership
Trust & Ethics Strong tone around governance, responsibility, and safety High reinforcement of brand trust
Corporate Culture Steady internal narrative with positive CEO coverage Supportive — though not emotionally charged
Community Impact Occasional sustainability and STEM equity stories Moderate visibility — some upside potential

Strong control, but not always captivating

Insight: Microsoft’s earned narrative reflects a trusted, mature, and principled innovator. The challenge is building deeper resonance, especially with younger and consumer-centric audiences.

Brand Equity Opportunity – Microsoft

What to Leverage:

  • Microsoft’s category-leading Innovation Score (96) affirms its market dominance in AI infrastructure and product evolution.
  • Strong Reputation Score (89) and a favorable +22 NPS indicate trust and satisfaction among core audiences.
  • The Copilot brand family is gaining recognition and could become a halo platform across productivity, cloud, and enterprise tools.

What to Watch:

  • Trust score (76) lags behind Innovation — suggesting questions remain around data ethics, privacy, and AI responsibility.
  • Media sentiment around AI leadership is increasingly shared with OpenAI — risking brand dilution or second-fiddle perception.
  • Copilot equity is still in early stages — without consistent consumer-facing identity, long-term traction could stall.

Recommended Strategic Focus:
Solidify Microsoft’s leadership not just as a builder of AI tools, but as a trusted steward of responsible AI. Elevate the Copilot brand into a clear consumer-facing narrative, reinforcing enterprise-grade reliability, transparency, and innovation. As perception races forward, trust must rise to meet it.

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 75% trust Responsible, ethical tone Low
Innovation Score = 84 Credible, Copilot-led coverage Low
Reputation NPS = 10, 44% pride-to-work Solid, but not culturally iconic Moderate
Perception 63% favorability High presence, emotionally light 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

Amazon

Amazon is powerful, trusted — but emotionally distant.

While the brand continues to command strong favorability, media volume, and public trust, it struggles to spark inspiration or emotional loyalty. Its narrative remains dominated by functionality and scale, not humanity or vision. Amazon delivers — but rarely connects on a deeper brand level.

With rising scrutiny around labor, AI ethics, and leadership voice, the brand must reframe its role: not just the engine of commerce, but a steward of trust and values in the digital age.

— MeasuredI/O BES Insights Team

Dimension Amazon Score Category Leader Gap
Innovation 72 Nvidia – 95 –23
Trust 70 Nvidia – 88 –18
Perception 75 Nvidia – 91 –16
Reputation 68 Nvidia – 93 –25
Composite 71.25 91.75 –20.5 avg
= Critical Gap (30+ pts)     |     = Moderate Gap (15–30 pts)

Quantitative Lens — Amazon (Q2 2025)

MeasuredI/O’s quantitative lens integrates consumer sentiment with brand trust and favorability metrics to gauge overall equity strength. Amazon continues to perform well — boasting high awareness, strong favorability, and solid trust. However, gaps remain in emotional connection and internal advocacy.

Metric Score Insight
Awareness94%Near-universal brand visibility
Favorability59%Strong overall sentiment (26% very favorable)
Trust Index70%Still high, but scrutiny rising
Perceived Innovation72%Strong functional association
Brand Advocacy Index™+8Solid, but not elite — room to grow

Brand Alignment Gap Index™ (BAGI™)

Moderate Gaps exist in Reputation and Emotional Equity. Amazon is well-liked but often lacks warmth or inspiration in the public’s eyes — a brand of utility more than affinity.

Reputation & inspiration misalignment

Insight: Amazon’s brand power is undeniable — but its ability to inspire and connect at a values level is falling behind. It must evolve from efficient to emotionally engaging.

Qualitative Lens — Amazon (Earned Media Signals, Q2 2025)

Amazon’s media presence is large but impersonal. Coverage is dominated by product updates, corporate earnings, and AI tools like Bedrock and Alexa — but emotional storytelling and cultural leadership are missing. The brand shows up everywhere, but doesn’t always say something meaningful.

Category Media Narrative Equity Impact
Innovation AI and Prime updates covered broadly High volume, low inspiration
Trust & Ethics Labor and fairness concerns persist Moderate risk — trust tension rising
Corporate Culture Leadership presence weak, founder legacy dominant Missing human face of the brand
Community Impact Few stories about values or purpose Weak resonance — underleveraged ESG

Scale ≠ soul — Amazon’s challenge

Insight: Amazon dominates media coverage, but lacks human-centered storytelling. The next evolution of the brand must spotlight people, purpose, and leadership — not just platforms and packages.

Brand Equity Opportunity – Amazon

What to Leverage:

  • Amazon enjoys near-universal brand awareness (94%) and strong favorability (59%).
  • Trust remains high at 70%, showing the brand continues to deliver on its core promise.
  • AI products like Alexa and Bedrock generate high coverage volume, sustaining innovation visibility.

What to Watch:

  • Reputation score lags behind perception — driven by critical media themes around labor and ethics.
  • 46% pride-to-work is solid, but not elite — especially given Amazon’s employer brand ambitions.
  • Leadership storytelling and values-forward narratives are absent in most earned media coverage.

Recommended Strategic Focus:
Evolve from transactional dominance to emotional relevance. Amazon should embrace proactive brand storytelling around values, leadership, and purpose. Humanizing the brand — through people-first campaigns, ethical AI narratives, and ESG visibility — will deepen loyalty and mitigate trust risks. The goal: maintain strength, while rediscovering soul.

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

OpenAI

OpenAI is the face of AI innovation — but still learning how to earn public trust.

The brand dominates headlines, drives technical breakthroughs, and captures imaginations. But a deeper Brand Equity Score™ analysis shows it has yet to translate innovation leadership into emotional credibility. With the largest trust and reputation gaps in the sector, OpenAI sits at a reputational crossroads: admired, but not fully trusted.

This snapshot highlights the challenge of leadership in the AI era — not just building the future, but earning the right to lead it.

— MeasuredI/O BES Insights Team

Dimension OpenAI Score Category Leader Gap
Innovation 89 Nvidia – 95 –6
Trust 61 Nvidia – 88 –27
Perception 68 Nvidia – 91 –23
Reputation 63 Nvidia – 93 –30
Composite 70.25 91.75 –21.5 avg
    = Critical Gap (30+ pts)     |         = Moderate Gap (15–30 pts)     |         = Strong (within 10 pts of leader)

Quantitative Lens — OpenAI (Q2 2025)

MeasuredI/O’s quantitative lens blends public sentiment signals and brand health indicators across core equity dimensions. OpenAI has surged in visibility, but its emotional equity, trust profile, and advocacy scores remain fragile.

Metric Score Insight
Awareness 83% Significant rise in public visibility
Favorability 44% Split sentiment — highly polarized
Trust Index 61% High “unsure” sentiment — trust gap lingers
Perceived Value 39% Admired, but emotional connection still low
Brand Advocacy Index™ +4 Low pride-to-work score; limited evangelism

Brand Alignment Gap Index™ (BAGI™)

Critical gaps detected in Reputation and Trust. OpenAI’s public prominence outpaces its earned trust and internal pride. The narrative spotlight is intense — but emotionally ungrounded.

Fragile trust & advocacy signals despite innovation halo

Insight: OpenAI’s rapid brand ascent needs supporting architecture: emotional relevance, institutional trust, and more distributed leadership presence. Right now, the weight of the brand rests on admiration — not advocacy.

Qualitative Lens — OpenAI (Earned Media Signals, Q2 2025)

OpenAI dominates media share-of-voice in the AI space — but the nature of its coverage is complex. The brand is positioned as a groundbreaking force and an existential concern, often in the same breath. While innovation headlines persist, they are frequently offset by coverage of leadership dynamics and societal risk.

Category Media Narrative Equity Impact
Innovation GPT-4o and Sora dominate headlines Strong signal — narrative leadership
Trust & Ethics Concerns about AGI, misinformation, and AI safety High risk — persistent doubt in ethical intent
Leadership Storylines Altman-centric coverage; lack of broader executive voice Volatile — founder dependency signal
Culture & Reputation Limited employee voice, post-boardroom fallout lingers Low emotional equity — brand still rebuilding

High media saturation, but emotional and ethical equity lag behind

Insight: OpenAI’s cultural omnipresence must now translate into brand trust and resilience. The brand needs to humanize its mission, broaden its leadership bench, and shift from admiration to advocacy.

Brand Equity Opportunity – OpenAI

What to Leverage:

  • Top-of-mind brand status in AI — OpenAI has become synonymous with the generative AI movement.
  • Innovation narrative is dominant, with GPT-4o and Sora receiving sustained high-impact media visibility.
  • Strong perceived intelligence and future-forward positioning reinforces the brand’s tech leadership equity.

What to Watch:

  • Trust and emotional equity lag far behind awareness — with persistent ethical and existential risk narratives.
  • Leadership coverage is overly concentrated on Sam Altman — a reputational vulnerability if unbalanced.
  • Low employee and user advocacy levels suggest the brand is admired but not widely loved or defended.

Recommended Strategic Focus:
Shift the conversation from algorithm to impact. OpenAI should invest in brand humanization — spotlighting diverse leadership, values-driven commitments, and real-world responsible use cases. Rebuilding emotional resonance and trust will be critical as AI enters the next phase of public scrutiny and adoption.

The Public Signal Gap Index™ (PSGI™) compares what the public thinks (survey data) with what the media says (earned media signals). This diagnostic highlights alignment—or misalignment—across trust, innovation, reputation, and perception.

BES Dimension Survey Signal Media Signal Risk Level
Trust 61% trust, 29% unsure Ethical concerns dominate headlines High
Innovation 89 score Heavy coverage, thought-leader tone Strong
Reputation NPS = 4, 31% pride-to-work Founder risk, crisis framing High
Perception 68% favorability Highly visible, but polarizing Moderate

Note: PSGI™ uses Morning Consult survey data as proxy signals for Innovation and Reputation. Footnote disclosures and hover-tooltips will be included on brandequityscore.com for transparency.

Google

Google is a paradox of power — omnipresent, yet emotionally distanced.

Once the undisputed north star of innovation and utility, Google now finds itself holding strong ground — but not shaping the future. Its Brand Equity Score™ remains high, but a closer look reveals cracks beneath the surface. While the brand is still respected and recognized, it’s no longer leading from the front on trust, reputation, and innovation.

This snapshot sets the stage for deeper diagnosis: where Google is winning, where it's slipping — and what it must do next to reclaim its edge.

— MeasuredI/O BES Insights Team

Dimension Google Score Category Leader Gap
Innovation 74 Nvidia – 95 –21
Trust 67 Nvidia – 88 –21
Perception 80 Nvidia – 91 –11
Reputation 77 Nvidia – 93 –16
Composite 74.5 91.75 –17.25 avg
= Critical Gap (30+ pts)     |     = Moderate Gap (15–30 pts)

Quantitative Lens — Google (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. While Google shows strong reach, performance gaps highlight latent erosion risks.

Metric Score Insight
Awareness94%Near-universal reach
Favorability44%Split sentiment (27% Somewhat, 17% Very)
Trust Index40%Below average — declining signal
Perceived Value37%Modest equity-to-value ratio
Brand Advocacy Index™+12Positive, but lags category leaders

Brand Alignment Gap Index™ (BAGI™)

Moderate Gaps detected in Trust and Innovation. Media narratives and public sentiment show limited cohesion. This indicates a potential misalignment between perception and positioning.

Trust & Innovation misalignment

Insight: While Google retains significant brand reach, gaps in trust and value indicators suggest it's no longer synonymous with leadership. This may reflect narrative fatigue and signal the need for renewed storytelling.

Qualitative Lens — Google (Earned Media Signals, Q2 2025)

Google’s earned media coverage remained high in volume but lacked narrative freshness. Much of the Q2 coverage clustered around regulatory compliance, incremental AI product updates, and workplace culture stories — resulting in a diluted narrative with fewer breakout moments. The absence of bold storytelling or breakthrough signals suggests a stagnation risk in media perception.

Category Media Narrative Equity Impact
Innovation AI releases noted, but lacked emotional or visionary framing Moderate boost — limited narrative resonance
Trust & Ethics Coverage included antitrust litigation, privacy investigations High risk — trust narrative erosion
Corporate Culture Layoff stories, internal leadership shifts surfaced inconsistently Mixed signal — cultural perception unstable
Community Impact Low media traction for CSR, social innovation, or sustainability Weak presence — brand purpose under-leveraged

High volume, low differentiation

Insight: Google’s media strategy appears to rely on scale rather than salience. The company remains ever-present in coverage volume, but suffers from diminishing narrative distinctiveness.

Brand Equity Opportunity – Google

What to Leverage:

  • Strong Perception Score (80) suggests public recognition of product reliability and utility.
  • Brand awareness remains exceptionally high, giving Google massive reach to activate trust-building narratives.
  • The Google ecosystem (Search, Gmail, YouTube, Maps) continues to be integral to everyday digital life — a core equity anchor.

What to Watch:

  • Significant trust and innovation gaps (~21 pts) indicate public hesitation around Google’s future-forward image and ethical positioning.
  • Reputation score lags behind peer leaders, despite strong utility — a sign of latent narrative vulnerability.
  • AI leadership is not translating into brand advantage — risk of falling behind in the innovation narrative.

Recommended Strategic Focus:
Shift from silent ubiquity to active leadership. Google must tell a new story — one rooted in responsible innovation and renewed public trust. Bold moves in transparency, ethical AI, and visionary storytelling can begin to close equity gaps and reassert Google as a values-driven trailblazer.

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

IBM

IBM is a legacy powerhouse — respected, but at risk of generational fade.

Once the face of enterprise innovation, IBM remains widely known and trusted by older, higher-income audiences — but it struggles to connect with younger, lower-income, and more diverse demographics. While its Brand Equity Score™ reflects strong residual trust and value perception among decision-makers, warning signs are emerging among the next generation of consumers and professionals.

This BES snapshot unpacks IBM’s duality: a brand revered by the past, but under-engaged in the present — and offers guidance for reigniting relevance in a shifting landscape.

— MeasuredI/O BES Insights Team

Dimension IBM Score Category Leader Gap
Innovation 66 Nvidia – 95 –29
Trust 70 Nvidia – 88 –18
Perception 62 Nvidia – 91 –29
Reputation 68 Nvidia – 93 –25
Composite 66.5 91.75 –25.25 avg
    = Critical Gap (30+ pts)     |         = Moderate Gap (15–30 pts)

Quantitative Lens — IBM (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. IBM’s strength with older, higher-income audiences is clear — but youth and gender gaps suggest future erosion risk.

Metric Score Insight
Awareness84%High overall — but generational split (96% 65+ vs. 47% 18–29)
Favorability+28Net favorability rises with age and income (53 for 65+)
Trust Index+25Strong among older adults; trust gap with Gen Z (–2)
Perceived Value+27Stable value perception, skewed toward high-income earners
Brand Advocacy Index™+17Healthy overall — but declines with younger and female audiences

Brand Alignment Gap Index™ (BAGI™)

Moderate Gaps exist across age and gender lines. While trust and favorability remain strong with older, affluent segments, IBM faces disconnects with younger, lower-income, and female audiences.

Demographic alignment gaps emerging

Insight: IBM’s quantitative reputation profile is anchored in legacy strength. The challenge now is reorienting its perception for relevance among rising generations and shifting demographics.

Qualitative Lens — IBM (Earned Media Signals, Q2 2025)

IBM’s Q2 earned media coverage was dominated by enterprise partnerships, AI infrastructure strategy, and sustainability commitments. While tone was generally neutral to positive, few stories broke through to elevate cultural or consumer resonance. The brand’s positioning remains technically credible — but lacks emotional traction or youth relevance.

Category Media Narrative Equity Impact
Innovation AI and hybrid cloud coverage emphasized enterprise solutions Positive — but lacks breakthrough storytelling
Trust & Ethics Strong sustainability, security, and DEI signaling in enterprise press Solid baseline — but few widely amplified stories
Corporate Culture Limited presence in cultural or workplace coverage Neutral — low visibility among talent-facing narratives
Community Impact Philanthropic and education initiatives noted, but not mainstream Undervalued — minimal cultural imprint

High relevance in B2B — low resonance beyond

Insight: IBM remains credible and technically trusted in media narratives, but its emotional relevance and cultural equity trail peer leaders. Elevating youth-facing, inclusive, and purpose-driven stories may help close perception gaps.

Brand Equity Opportunity – IBM

What to Leverage:

  • High trust and favorability among older and high-income audiences — a foundation of institutional equity.
  • Strong earned media credibility around enterprise AI, cloud, and sustainability offerings.
  • Longstanding legacy and consistent B2B performance reinforce IBM’s role as a trusted technology partner.

What to Watch:

  • Generational disconnect: low awareness and favorability among Gen Z and younger professionals.
  • Perceived value and advocacy drop among lower-income and female demographics — signaling inclusivity gaps.
  • Lack of breakout storytelling limits cultural relevance despite technical credibility.

Recommended Strategic Focus:
IBM must bridge the generational and cultural gaps to remain competitive in a shifting market. Strategic investments in youth engagement, inclusive brand messaging, and emotionally resonant storytelling are critical. Building cultural equity — not just technical leadership — will define IBM’s next era of 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 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

Samsung

Samsung is technically admired — but emotionally underdeveloped.

Its reputation for innovation remains strong, and public favorability is high. But in the U.S. market, Samsung struggles to build cultural resonance or emotionally driven brand narratives. It wins on product quality — not purpose, leadership, or lifestyle.

To move from respected to revered, Samsung must evolve its brand story — bridging high-spec hardware with high-impact storytelling.

— MeasuredI/O BES Insights Team

Dimension Samsung Score Category Leader Gap
Innovation 75 Nvidia – 95 –20
Trust 69 Nvidia – 88 –19
Perception 72 Nvidia – 91 –19
Reputation 66 Nvidia – 93 –27
Composite 70.5 91.75 –21.25 avg
= Critical Gap (30+ pts)     |     = Moderate Gap (15–30 pts)

Quantitative Lens — Samsung (Q2 2025)

MeasuredI/O’s quantitative lens blends consumer trust, sentiment, and advocacy indicators to reveal Samsung’s strong but somewhat mechanical brand health in the U.S. While innovation and favorability scores are high, emotional resonance and internal pride lag behind top competitors.

Metric Score Insight
Awareness92%High visibility and broad recognition
Favorability58%Positive reputation across demographics
Trust Index69%Trusted by many, but lacks elite emotional loyalty
Perceived Innovation75%Seen as a hardware innovator (Galaxy, TVs, chips)
Brand Advocacy Index™+7Moderate pride and likelihood to recommend

Brand Alignment Gap Index™ (BAGI™)

Moderate Gaps appear in Reputation and Trust. Samsung’s U.S. narrative is stable, but not emotionally differentiated — a brand respected more than revered.

Reputation & loyalty signal misalignment

Insight: Samsung is admired for its products, but not fully embraced as a lifestyle or values brand in the U.S. market. Bridging this gap could unlock new levels of cultural relevance.

Qualitative Lens — Samsung (Earned Media Signals, Q2 2025)

Samsung’s media presence is product-heavy and globally dispersed. While U.S. coverage spikes during Galaxy launches, it lacks consistent storytelling outside of product cycles. Emotional framing, CSR leadership, and AI differentiation remain underutilized in the earned media landscape.

Category Media Narrative Equity Impact
Innovation Strong device coverage, weak AI differentiation Functional — lacks future-tech leadership
Trust & Ethics Coverage is neutral-to-positive, but shallow Safe — but not inspiring
Corporate Culture Leadership largely absent in U.S. media Low visibility — weak employer brand signal
Community Impact Little coverage of values or purpose narratives Missed opportunity — brand lacks emotional depth

High volume, low storytelling resonance

Insight: Samsung’s earned media footprint is technically sound, but emotionally hollow. To grow cultural equity in the U.S., it must move from specs to stories — and from function to feeling.

Brand Equity Opportunity – Samsung

What to Leverage:

  • Samsung holds strong public favorability (58%) and innovation perception (75%) in the U.S. market.
  • Buzz remains high around device launches — particularly Galaxy foldables and TV innovation.
  • Trust levels are stable at 69%, offering a foundation for deeper emotional engagement.

What to Watch:

  • Media coverage is largely transactional and lacks storytelling depth beyond product specs.
  • Only 38% of U.S. adults say they’d be proud to work at Samsung — a soft spot in employer brand equity.
  • Few U.S.-based executive voices or community impact stories have gained media traction.

Recommended Strategic Focus:
Shift from product leadership to brand leadership. Samsung should invest in emotionally resonant storytelling across AI innovation, sustainability, and community impact. By humanizing its brand and elevating purpose-driven narratives in the U.S., it can transform technical admiration into cultural relevance and loyalty.

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 Neutral-to-positive tone Moderate
Innovation 75 score AI signals weak, hardware focused Moderate
Reputation NPS = 7, low pride-to-work Shallow narratives High
Perception 58% favorability Visibility tied to launches 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

Intel

Intel is respected — but not leading.

Its heritage in chipmaking has earned trust, but not buzz. Media mentions are steady yet technical, and public sentiment reveals a brand stuck between relevance and reinvention. With innovation perception fading and narrative presence thin, Intel risks becoming a legacy player in a future-looking category.

To rebuild brand equity, Intel must recapture its innovation story — and reintroduce itself as a bold voice in AI, leadership, and purpose-driven tech.

— MeasuredI/O BES Insights Team

Dimension Intel Score Category Leader Gap
Innovation 64 Nvidia – 95 –31
Trust 66 Nvidia – 88 –22
Perception 68 Nvidia – 91 –23
Reputation 65 Nvidia – 93 –28
Composite 65.75 91.75 –26 avg
= Critical Gap (30+ pts)     |     = Moderate Gap (15–30 pts)

Quantitative Lens — Intel (Q2 2025)

MeasuredI/O’s quantitative lens blends public sentiment with engagement signals to surface brand health insights. Intel is widely recognized and moderately trusted — but emotional connection, advocacy, and innovation perception lag significantly. The brand is seen more as functional infrastructure than aspirational force.

Metric Score Insight
Awareness84%Strong presence, but soft buzz
Favorability52%Known — but not deeply loved
Trust Index66%Moderate confidence — not polarizing
Perceived Innovation45%Fading reputation as a tech pioneer
Brand Advocacy Index™+5Low recommendation signal

Brand Alignment Gap Index™ (BAGI™)

Innovation Misalignment is the key signal risk. Public trust is holding, but Intel’s role as a leader in future-facing tech is no longer widely believed — limiting its potential to anchor next-gen narratives.

Innovation credibility gap

Insight: Intel needs to reignite belief in its future. The numbers show a legacy brand drifting sideways — respected, but no longer regarded as the engine of tomorrow.

Qualitative Lens — Intel (Earned Media Signals, Q2 2025)

Intel’s media presence is steady but quiet — dominated by supply chain updates, technical specs, and foundry news. Few narratives spark cultural or visionary engagement. The absence of bold leadership voices or community storytelling leaves Intel vulnerable to becoming a “default vendor,” not a future shaper.

Category Media Narrative Equity Impact
Innovation Chip updates covered, but lack cultural energy Muted — little halo effect
Trust & Ethics Neutral tone, no major ethical missteps Stable — but unremarkable
Corporate Culture Little coverage of leadership, values, or talent stories Underexposed — employer brand at risk
Community Impact Minimal media around purpose or ESG Negligible — brand lacks emotional hooks

Low salience, low spark

Insight: Intel’s media narrative is competent but uninspiring. Without leadership storytelling or bolder vision, it remains respected — but no longer revered.

Brand Equity Opportunity – Intel

What to Leverage:

  • Strong public trust (66%) offers a sturdy foundation for future brand moves.
  • Intel’s legacy reputation as a chip leader still commands technical respect in media and investor circles.
  • Media coverage remains consistent — providing a platform for improved narrative targeting.

What to Watch:

  • Perception and reputation trails Nvidia by 20+ points — signaling brand relevance drift.
  • Only 45% of the public associates Intel with innovation, and advocacy is soft (NPS = +5).
  • Earned media lacks storytelling about people, purpose, or vision — limiting emotional connection.

Recommended Strategic Focus:
Reframe Intel’s narrative around bold innovation and leadership. Use high-visibility moments to introduce purpose-driven stories, AI breakthroughs, and next-gen partnerships. Move from “technical default” to “industry shaper” through assertive media strategy, thought leadership, and trust-anchored storytelling.

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 Intel 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

Meta

Meta is no longer shaping the narrative — it’s reacting to it.

Despite its scale and near-universal awareness, Meta is losing ground across all four pillars of brand equity. Trust and perception are eroding, innovation feels muted, and media narratives have turned neutral or skeptical. The brand’s relevance, advocacy, and community impact all show signs of stagnation.

The challenge now is strategic reinvention — rebuilding trust, reinvigorating engagement, and reasserting purpose-driven leadership in a noisy and polarized tech landscape.

— MeasuredI/O BES Insights Team

Dimension Meta Score Category Leader Gap
Innovation 62 Nvidia – 95 –33
Trust 54 Nvidia – 88 –34
Perception 58 Nvidia – 91 –33
Reputation 60 Nvidia – 93 –33
Composite 58.5 91.75 –33.25 avg
= Critical Gap (30+ pts)     |     = Moderate Gap (15–30 pts)

Quantitative Lens — Meta (Q2 2025)

MeasuredI/O’s quantitative lens blends public sentiment indicators with behavioral metrics to evaluate brand health. Meta shows strong recognition but lags in active usage, trust, and brand advocacy. Its polarization is deepening, and many users remain undecided — a sign of soft equity foundations.

Metric Score Insight
Awareness87%High visibility, but waning relevance
Favorability44%Split sentiment (27% Somewhat, 17% Very)
Trust Index40%Uncertainty dominates (34% "not sure")
Perceived Value42%Neutral perception — unclear value
Brand Advocacy Index™+3Down from +6 last quarter

Brand Alignment Gap Index™ (BAGI™)

Critical Gaps in Trust and Perception. The disconnect between what Meta stands for and how it's experienced is growing. Public uncertainty is the dominant signal across multiple metrics.

Trust & Perception misalignment

Insight: Despite Meta’s household-name status, its equity foundation is fragile. The brand evokes more doubt than belief — calling for a reset in how it earns, demonstrates, and communicates trust.

Qualitative Lens — Meta (Earned Media Signals, Q2 2025)

Meta’s earned media tone remains cautious and reactive. Rather than driving breakout stories, coverage centers on regulatory reactions, AI skepticism, and fragmented platform messaging. The absence of bold, positive narratives is eroding its leadership halo.

Category Media Narrative Equity Impact
Innovation AI (Llama, Threads) covered with skepticism Low lift — muted visionary framing
Trust & Ethics Privacy, misinformation, and content moderation dominate High risk — narrative fragility
Corporate Culture Weak media advocacy from employees, few HR wins Underexposed — employer brand vulnerability
Community Impact Minimal traction for social good or CSR Negligible impact — brand purpose under-leveraged

Narrative tone: Reactive, not inspiring

Insight: Meta’s media presence reflects a defensive brand posture — present, but uninspiring. Reclaiming narrative leadership will require vision-led storytelling and bold external proof points.

Brand Equity Opportunity – Meta

What to Leverage:

  • Meta’s platform ecosystem still touches billions — offering a vast stage to reignite brand equity.
  • Widespread awareness (87%) gives Meta scale to quickly drive sentiment shifts — if paired with bold messaging.
  • Some successful AI and metaverse product launches (e.g., Llama 3) could be reframed to spark innovation narratives.

What to Watch:

  • Trust, innovation, and perception scores are all 30+ points below the category leader — a critical signal gap.
  • Buzz volume is low for a brand of Meta’s scale — 59% of Americans heard nothing about it in Q2.
  • Internal brand pride and advocacy are faltering, with an NPS drop and only 36% proud to work there.

Recommended Strategic Focus:
Meta must shift from reactive communications to intentional narrative-building. Rebuild trust through transparency campaigns, reenergize perception through values-based storytelling, and reconnect with talent via cultural revitalization. The time for quiet recalibration is over — bold, purpose-first branding is now essential.

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.

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