Who's Winning the Reputation
Game in Tech?
See how Apple, Google, Microsoft 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™ – Tech Top 10 Brands
| Rank | Brand | Composite BES™ | Innovation | Trust | Perception | Reputation |
|---|---|---|---|---|---|---|
| 1 | NVIDIA | 90.2 | 94 | 88 | 91 | 88 |
| 2 | Apple | 88.8 | 92 | 85 | 90 | 88 |
| 3 | Microsoft | 85.8 | 88 | 83 | 85 | 87 |
| 4 | Amazon | 82.0 | 86 | 78 | 81 | 83 |
| 5 | OpenAI | 81.2 | 91 | 75 | 79 | 80 |
| 6 | 78.5 | 84 | 74 | 77 | 79 | |
| 7 | IBM | 76.2 | 75 | 78 | 76 | 76 |
| 8 | Samsung | 74.8 | 78 | 72 | 75 | 74 |
| 9 | Intel | 71.0 | 74 | 69 | 70 | 71 |
| 10 | Meta | 58.5 | 62 | 54 | 58 | 60 |
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 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 | — |
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 |
|---|---|---|
| Awareness | 78% | Rising fast — up from 54% a year ago |
| Favorability | 69% | Strong positive sentiment — minimal detractors |
| Trust Index | 88% | Among the highest in tech sector |
| Perceived Value | 82% | High perceived relevance and utility |
| Brand Advocacy Index™ | +12 | Strong 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 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 |
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 |
|---|---|---|
| Awareness | 98% | Universal recognition |
| Favorability | 65% | Strong, with 33% “Very Favorable” |
| Trust Index | 77% | High trust, reinforced by privacy stance |
| Perceived Value | 68% | Seen as premium, consistent with positioning |
| Brand Advocacy Index™ | +11 | Solid, 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 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 |
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 |
|---|---|---|
| Awareness | 95% | Near-universal reach |
| Favorability | 63% | Strong positive sentiment |
| Trust Index | 75% | Broad, stable cross-demo trust |
| Perceived Value | 67% | Seen as worth the investment |
| Brand Advocacy Index™ | +10 | Strong 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 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 |
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 |
|---|---|---|
| Awareness | 94% | Near-universal brand visibility |
| Favorability | 59% | Strong overall sentiment (26% very favorable) |
| Trust Index | 70% | Still high, but scrutiny rising |
| Perceived Innovation | 72% | Strong functional association |
| Brand Advocacy Index™ | +8 | Solid, 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 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 |
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 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 |
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 |
|---|---|---|
| Awareness | 94% | Near-universal reach |
| Favorability | 44% | Split sentiment (27% Somewhat, 17% Very) |
| Trust Index | 40% | Below average — declining signal |
| Perceived Value | 37% | Modest equity-to-value ratio |
| Brand Advocacy Index™ | +12 | Positive, 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 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 |
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 |
|---|---|---|
| Awareness | 84% | High overall — but generational split (96% 65+ vs. 47% 18–29) |
| Favorability | +28 | Net favorability rises with age and income (53 for 65+) |
| Trust Index | +25 | Strong among older adults; trust gap with Gen Z (–2) |
| Perceived Value | +27 | Stable value perception, skewed toward high-income earners |
| Brand Advocacy Index™ | +17 | Healthy 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 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 |
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 |
|---|---|---|
| Awareness | 92% | High visibility and broad recognition |
| Favorability | 58% | Positive reputation across demographics |
| Trust Index | 69% | Trusted by many, but lacks elite emotional loyalty |
| Perceived Innovation | 75% | Seen as a hardware innovator (Galaxy, TVs, chips) |
| Brand Advocacy Index™ | +7 | Moderate 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 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 |
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 |
|---|---|---|
| Awareness | 84% | Strong presence, but soft buzz |
| Favorability | 52% | Known — but not deeply loved |
| Trust Index | 66% | Moderate confidence — not polarizing |
| Perceived Innovation | 45% | Fading reputation as a tech pioneer |
| Brand Advocacy Index™ | +5 | Low 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 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 |
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 |
|---|---|---|
| Awareness | 87% | High visibility, but waning relevance |
| Favorability | 44% | Split sentiment (27% Somewhat, 17% Very) |
| Trust Index | 40% | Uncertainty dominates (34% "not sure") |
| Perceived Value | 42% | Neutral perception — unclear value |
| Brand Advocacy Index™ | +3 | Down 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.
Who's Winning in
Enterprise Tech?
A Comprehensive Benchmark Built on Real-World Signals & Public Opinion
Q2 2025 Brand Equity Score™ – Enterprise Tech Top 5 Brands
| Rank | Brand | Composite BES™ | Innovation | Trust | Perception | Reputation |
|---|---|---|---|---|---|---|
| 1 | Cisco | 76.0 | 73 | 78 | 75 | 78 |
| 2 | Adobe | 74.8 | 76 | 73 | 72 | 78 |
| 3 | Dell | 72.6 | 70 | 72 | 73 | 75 |
| 4 | Oracle | 67.4 | 66 | 60 | 68 | 75 |
| 5 | HPE | 62.2 | 61 | 58 | 63 | 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.
Cisco leads with trust and consistency in a fragmented enterprise tech world.
With deep roots in networking, cybersecurity, and infrastructure, Cisco has quietly established itself as the most trusted brand in the Enterprise Tech space. While it may not generate the same buzz as newer AI players, its high trust and stable reputation reflect decades of operational performance, leadership credibility, and market resilience.
This profile demonstrates how Cisco’s strength lies in its reliability — a brand that wins by being always on, always secure, and always credible.
— MeasuredI/O BES Insights Team
| Dimension | Cisco Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 73 | Adobe – 76 | –3 |
| Trust | 78 | Cisco – 78 | — |
| Perception | 75 | Cisco – 75 | — |
| Reputation | 78 | Cisco – 78 | — |
| Composite | 76.0 | Cisco – 76.0 | — |
Quantitative Lens — Cisco (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Cisco’s scores reveal high trust, solid value perception, and strong reputational equity — particularly among older, higher-income audiences. The brand enjoys broad awareness, but struggles to convert recognition into regular usage.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 62% | Strong B2B recognition, but lower general population familiarity |
| Favorability | 30% | Modest positive sentiment — high neutrality limits advocacy |
| Trust Index | 68% | Trusted more than loved — especially among enterprise audiences |
| Perceived Value | 51% | Often viewed as dependable, not necessarily differentiated |
| Brand Advocacy Index™ | +16 | Respectable NPS, but trailing top-tier tech peers |
Brand Alignment Gap Index™ (BAGI™)
Low to Moderate Gaps observed. Cisco’s reputation outpaces its innovation and buzz scores — trust and stability are core assets, but emotional resonance and public narrative lag slightly behind.
Reputation > Resonance — but alignment remains strong overall
Insight: Cisco’s quantitative signal reflects a resilient, respected brand that commands trust — even if it doesn’t dominate headlines. The next challenge is to evolve trust into brand love through emotional storytelling and bold innovation narratives.
Qualitative Lens — Cisco (Earned Media Signals, Q2 2025)
Cisco’s earned media signals are centered on stability, security, and operational leadership. Q2 coverage highlighted themes of zero-trust architecture, hybrid infrastructure, and enterprise resilience — often linked to CIO-level initiatives and large-scale digital transformation.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Mentioned in AI/cloud M&A, but framed as catch-up vs. leader | Moderate — seen as reliable, not radical |
| Trust & Ethics | Strong visibility in security, zero-trust, and data governance | High equity — Cisco owns the “secure” narrative |
| Corporate Culture | Low media friction, positive tone toward executive leadership | Stable and respected — little controversy or distraction |
| Community Impact | Coverage limited — some mentions in digital equity programs | Low lift — opportunity to better communicate purpose-driven work |
Cisco wins with consistency — but needs fresh fuel for its innovation story
Insight: Cisco’s brand is trusted and respected — but its qualitative signal lacks edge. To stay competitive in a fast-shifting market, it must evolve from “safe choice” to “smart choice.”
Brand Equity Opportunity – Cisco
What to Leverage:
- Trust (78) and reputation (78) lead the category — Cisco is seen as stable, secure, and dependable.
- Strong enterprise equity with older, higher-income, and IT-savvy audiences.
- Media narrative consistently positions Cisco as a cybersecurity and infrastructure leader.
What to Watch:
- Innovation score (73) lags behind Adobe (76) — media framing skews traditional, not future-forward.
- Favorability and buzz remain low — 83% of the public does not actively engage with Cisco products.
- Limited emotional equity — Cisco is respected but not loved; younger segments show weaker connection.
Recommended Strategic Focus:
Strengthen Cisco’s innovation narrative by showcasing real-world AI, cloud, and cybersecurity leadership. Elevate emotional connection with storytelling that resonates beyond IT. Invest in youth-targeted initiatives and human-centered messaging to transform Cisco from a trusted choice into an admired one.
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 | 68% trust | Zero-trust security leadership and enterprise resilience | Low |
| Innovation | 61% score | AI/cloud M&A and hybrid infra framed as catch-up plays | Moderate |
| Reputation | NPS +16 | Widely respected across CIO/enterprise press | Low |
| Perception | 30% favorability | Positive tone — but often neutral or infrastructure-focused | 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
Adobe is a creative powerhouse — but one still bridging the gap to broader trust and usage.
Adobe’s brand stands tall in innovation and media resonance, with strong association to agentic AI, creative transformation, and product leadership. However, gaps remain in emotional engagement, employer appeal, and trust. High awareness hasn’t fully translated into active usage or deep advocacy — yet.
This scorecard highlights Adobe’s strength as a category innovator — and the opportunity to build deeper equity through storytelling, community, and culture.
— MeasuredI/O BES Insights Team
| Dimension | Adobe Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 76 | Adobe – 76 | — |
| Trust | 73 | Cisco – 78 | –5 |
| Perception | 72 | Cisco – 75 | –3 |
| Reputation | 78 | Cisco – 78 | — |
| Composite | 74.8 | Cisco – 76.0 | –1.2 avg |
Quantitative Lens — Adobe (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with brand engagement benchmarks to evaluate brand health. Adobe leads the Enterprise Tech category in innovation but lags behind on trust, perceived value, and employer brand metrics. Awareness remains high, but active usage and advocacy show room for growth — especially among younger and mid-market audiences.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 86% | Strong aided awareness across general and creative populations |
| Favorability | 54% | Moderate appeal — high recognition, but limited emotional pull |
| Trust Index | 45% | Significant neutral sentiment suggests opportunity for deeper connection |
| Perceived Value | 46% | Needs stronger ROI narrative to support premium pricing |
| Brand Advocacy Index™ | +24 | Moderate NPS — content professionals more favorable than general public |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps detected. Adobe’s innovation signal is strong across both quant and qual, but trust and value are trailing indicators — limiting broader brand advocacy and employer resonance.
Innovation > Trust — potential to close signal gaps
Insight: Adobe’s brand is driven by product equity and innovation narrative. To unlock the next tier of growth, it must build stronger emotional trust, expand public relevance beyond the creative core, and elevate its visibility in values-driven leadership.
Qualitative Lens — Adobe (Earned Media Signals, Q2 2025)
Adobe’s Q2 media coverage emphasized agentic AI, generative design tools, and its evolving role in creative automation. The brand received praise for product innovation and user-centric AI interfaces but lacked strong narratives around leadership visibility, trust, and cultural impact. Coverage was highly technical — with fewer mentions tied to community or purpose.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Firefly, agentic AI, and LLM-led creative tools | Strong — leader in AI-powered creativity |
| Trust & Ethics | Low frequency — little coverage on privacy, transparency, or ESG | Weak signal — trust must be reinforced beyond product |
| Reputation & Culture | Minimal coverage of leadership voice or employer reputation | Missed opportunity to reinforce emotional equity |
| Community Impact | Low visibility for CSR, DEI, or public initiatives | Low equity impact — purpose perception underdeveloped |
Adobe leads with product — now it must lead with people
Insight: Adobe’s brand is rich in features, but thin in feeling. To build durable brand equity, Adobe must elevate purpose storytelling, trust-building, and executive voice.
Brand Equity Opportunity – Adobe
What to Leverage:
- Category-leading innovation score (76) driven by Firefly and agentic AI development.
- High brand awareness (86%) provides a strong foundation for deeper narrative penetration.
- Positive media framing around product innovation and user-focused AI integration.
What to Watch:
- Trust and perceived value scores remain low — 45% and 46% respectively — with high neutrality among consumers.
- Employer brand sentiment and purpose narratives are weak in both survey and media signal.
- Reputation is built more on product performance than emotional or social resonance.
Recommended Strategic Focus:
Adobe should expand beyond product-driven innovation into trust-building and emotional storytelling. Elevate executive voice, amplify purpose-led initiatives, and deepen cultural presence through community engagement, education, and leadership in ethical AI. Innovation leads — now trust must follow.
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 | 45% trust | Low visibility in privacy, ESG, or leadership credibility | Moderate |
| Innovation | 76 score | Strong coverage of agentic AI, Firefly, and LLM tools | Low |
| Reputation | NPS = 24 | Weak employer narrative and community visibility | Moderate |
| Perception | 54% favorability | Strong innovation tone — but mostly product-centric | 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
Dell is the most consistently performing brand in enterprise tech — familiar, trusted, and growth-ready.
With high awareness and solid brand equity across all four BES™ dimensions, Dell stands out as a reputationally balanced player. While it doesn’t dominate innovation or buzz, its steady performance in trust and perception reflects brand strength built on delivery and relevance. Dell's edge lies in familiarity and scale — but future differentiation will require deeper emotional connection and bolder messaging.
This snapshot reveals how Dell sustains relevance in a noisy space — and where it can lean in to sharpen brand distinction, especially with next-gen buyers and IT leaders.
— MeasuredI/O BES Insights Team
| Dimension | Dell Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 70 | Adobe – 76 | –6 |
| Trust | 72 | Cisco – 78 | –6 |
| Perception | 73 | Cisco – 75 | –2 |
| Reputation | 75 | Cisco – 78 | –3 |
| Composite | 72.6 | Cisco – 76.0 | –3.4 avg |
Quantitative Lens — Dell (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment indicators with behavioral brand metrics to evaluate equity performance. Dell demonstrates balanced performance across all dimensions — with high awareness, moderate trust, and a solid reputation foundation. While it lacks standout scores, it remains one of the most widely recognized and favorably viewed enterprise brands in the U.S.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 91% | Strong aided awareness across all U.S. demographics |
| Favorability | 63% | Moderate positivity — with 27% neutral or unfamiliar |
| Trust Index | 52% | Trustworthy but not inspiring — opportunity for differentiation |
| Perceived Value | 56% | Seen as dependable and cost-effective, but lacks innovation halo |
| Brand Advocacy Index™ | +29 | Moderate NPS with some week-to-week volatility |
Brand Alignment Gap Index™ (BAGI™)
Minimal Gaps across perception and value. However, modest trust scores and low emotional storytelling leave Dell vulnerable to disruption by brands with stronger cultural signals.
Balanced, but in need of narrative elevation
Insight: Dell’s strength is in consistency — not charisma. To future-proof its brand, it must lean into storytelling, increase its cultural relevance, and sharpen innovation perception through thought leadership and executive voice.
Qualitative Lens — Dell (Earned Media Signals, Q2 2025)
Dell’s media footprint reflects enterprise relevance, earnings stability, and AI-adjacent coverage. While innovation themes around AI servers and Nvidia partnerships appeared frequently, the tone remains functional rather than bold. Cultural storytelling, CSR visibility, and executive influence are all underdeveloped relative to peers.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | AI servers, hybrid infra, Nvidia collaborations | Moderate — relevant but not groundbreaking |
| Trust & Ethics | Low friction brand with minimal ethical risk coverage | Steady — no major trust boosters or detractors |
| Corporate Culture | Minimal coverage of employer brand or leadership voice | Weak signal — opportunity to reinforce reputation |
| Community Impact | Occasional mentions of sustainability and workforce development | Limited — purpose stories not widely amplified |
Reliable and respected — but not culturally resonant
Insight: Dell’s brand is solid and familiar, but that alone won’t win the next generation of IT decision-makers. Elevating purpose, people, and personality will help Dell leap from respected to admired.
Brand Equity Opportunity – Dell
What to Leverage:
- High brand awareness (91%) across both enterprise and consumer audiences.
- Strong reputation (75) driven by dependable delivery, infrastructure leadership, and solid earned sentiment.
- Consistent favorability (63%) positions Dell as a familiar and trusted option for IT decision-makers.
What to Watch:
- Innovation score (70) trails Adobe and others — media coverage tends to emphasize performance over transformation.
- Trust score (52%) and NPS (+29) suggest functional reliability without deep emotional attachment.
- Employer brand and executive visibility remain underdeveloped in both public sentiment and media signal.
Recommended Strategic Focus:
Dell should elevate its narrative beyond operational excellence to brand distinction.
Future growth will come from amplifying leadership storytelling, building cultural credibility through purpose-driven campaigns, and increasing visibility in future-forward areas like AI, sustainability, and ethical tech. Dell is respected — now it must become admired.
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 | 52% trust | Steady tone in earnings and security narratives | Low |
| Innovation | 70 score | AI infrastructure stories with limited visionary framing | Moderate |
| Reputation | NPS = +29, 46% pride-to-work | Reliable employer perception, but low cultural spark | Moderate |
| Perception | 63% favorability | Media sentiment positive but emotionally flat | 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
Oracle is powerful, visible — but not widely understood.
With its $30B cloud deal and enterprise muscle, Oracle made headlines in Q2 — yet public familiarity and trust remain low. Its BES scores show a brand trusted by analysts and CIOs, but disconnected from broader audiences. Perception and reputation outperform awareness, suggesting the story is landing… for those already watching.
This BES snapshot shows a brand at an inflection point: Oracle has the assets and equity — but needs sharper narrative control, purpose amplification, and emotional reach to close its public signal gaps.
— MeasuredI/O BES Insights Team
| Dimension | Oracle Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 66 | Adobe – 76 | –10 |
| Trust | 60 | Cisco – 78 | –18 |
| Perception | 68 | Cisco – 75 | –7 |
| Reputation | 75 | Cisco – 78 | –3 |
| Composite | 67.4 | Cisco – 76.0 | –8.6 avg |
Quantitative Lens — Oracle (Q2 2025)
MeasuredI/O’s quantitative lens blends consumer sentiment signals with reputation and trust metrics to evaluate overall brand equity. Oracle continues to deliver at the enterprise level, but public perception hasn’t kept pace. Awareness, favorability, and trust scores remain low — especially when compared to peers like Cisco and Adobe. Its advocacy and value indicators point to a brand with institutional strength but weak emotional resonance.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 59% | Far behind enterprise peers — public familiarity is limited |
| Favorability | 27% | Low emotional affinity — most respondents undecided or unaware |
| Trust Index | 24% | Significant trust gap — unclear value perception |
| Perceived Innovation | 66% | Large-scale partnerships generate buzz, but lack breakout identity |
| Brand Advocacy Index™ | +18 | Moderate NPS, but with volatility and weak advocacy base |
Brand Alignment Gap Index™ (BAGI™)
Moderate Gaps are present across Trust, Awareness, and Perception. Oracle’s brand momentum is building in media — but hasn’t translated into public understanding or confidence.
Enterprise strength with public softness
Insight: Oracle is growing its enterprise influence — but needs to bridge the awareness and relevance gap with broader audiences. A clear brand voice, simplified value story, and emotionally resonant leadership narrative are essential next steps.
Qualitative Lens — Oracle (Earned Media Signals, Q2 2025)
Oracle’s media coverage in Q2 surged around its $30B cloud partnership deal, with consistent mentions of AI, data infrastructure, and enterprise transformation. However, narratives were technical and investor-centric — lacking cultural accessibility, human-centered storytelling, or emotional dimension. Few stories focused on values, executive voice, or broader brand purpose.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Multi-billion-dollar cloud + AI deals | Strong — scale-focused, but not emotionally framed |
| Trust & Ethics | Minimal coverage on ethics, ESG, or privacy transparency | Weak — trust narrative underdeveloped |
| Corporate Culture | Very limited mentions of leadership or culture | Flat — opportunity to humanize the brand |
| Community Impact | Low visibility for CSR, DEI, or inclusion efforts | Negligible — potential blind spot in equity growth |
Big tech moves, small brand resonance
Insight: Oracle is doing the work — but the world doesn’t see it clearly. Building trust, visibility, and emotion into its public narrative will be key to transforming momentum into equity.
Brand Equity Opportunity – Oracle
What to Leverage:
- Strong innovation score (66) driven by $30B cloud deals and enterprise AI infrastructure visibility.
- Reputation remains above-average (75) thanks to market leadership in cloud and B2B performance.
- Media coverage reflects scale and strategic partnerships with high-value clients.
What to Watch:
- Awareness (59%) and favorability (27%) signal significant brand disconnect with general audiences.
- Trust is underdeveloped (24%), with limited consumer-facing communication and weak ESG presence.
- Media tone is technical and investor-oriented — missing values-based storytelling or cultural relevance.
Recommended Strategic Focus:
Bridge the enterprise-to-public gap. Oracle must complement its enterprise innovation narrative with emotionally resonant storytelling that builds awareness, trust, and inclusion. Humanizing leadership, amplifying purpose, and elevating visibility beyond CIOs will be key to unlocking latent 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 | 24% trust | Low narrative visibility, minimal values framing | High |
| Innovation | 66 score | High-scale AI/cloud coverage, but lacks vision-forward storytelling | Moderate |
| Reputation | NPS = +18, weak employer pride | Flat tone — low presence of leadership or workplace equity | High |
| Perception | 27% favorability | Coverage skewed toward enterprise wins, not brand affinity | 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
HPE is an enterprise veteran — but its brand visibility and trust are at risk.
Despite consistent innovation and strong positioning in hybrid IT and edge infrastructure, HPE remains largely invisible to the general public. Its BES scores reveal a sharp gap between operational value and emotional resonance — low awareness, weak trust signals, and limited buzz across audiences. The brand's equity is anchored in capability, not connection.
This snapshot underscores the importance of humanizing B2B brands. HPE has the tech — now it must build a story people can see, feel, and follow.
— MeasuredI/O BES Insights Team
| Dimension | HPE Score | Category Leader | Gap |
|---|---|---|---|
| Innovation | 61 | Adobe – 76 | –15 |
| Trust | 58 | Cisco – 78 | –20 |
| Perception | 63 | Cisco – 75 | –12 |
| Reputation | 67 | Cisco – 78 | –11 |
| Composite | 62.2 | Cisco – 76.0 | –13.8 avg |
Quantitative Lens — HPE (Q2 2025)
MeasuredI/O’s quantitative lens blends public sentiment signals and brand health indicators across core equity dimensions. HPE suffers from low awareness and limited emotional connection. While its enterprise offerings are robust, its public-facing brand equity remains underdeveloped — with weak favorability, low trust, and negligible advocacy among the general population.
| Metric | Score | Insight |
|---|---|---|
| Awareness | 25% | Lowest among enterprise peers — 75% unfamiliar |
| Favorability | 11% | Minimal positive sentiment, most unsure or unaware |
| Trust Index | 58% | Neutral trust — few detractors, but little confidence |
| Perceived Value | 17% | Not clearly seen as high-impact or differentiated |
| Brand Advocacy Index™ | +9 | NPS lagging — low recommendation intent or pride |
Brand Alignment Gap Index™ (BAGI™)
Critical gaps exist in Favorability, Perceived Value, and Awareness. HPE’s brand equity is largely invisible to the public, despite solid enterprise momentum and product capability.
Capable but unseen — enterprise strength, consumer silence
Insight: HPE must invest in visibility, purpose, and storytelling. Equity cannot grow if audiences don’t know who you are — and what you stand for. Brand trust starts with brand awareness.
Qualitative Lens — HPE (Earned Media Signals, Q2 2025)
HPE’s Q2 media presence centered on its Juniper acquisition and product advancements in private cloud and AI infrastructure. However, media framing was corporate and technical — with no major storylines around leadership, ESG, culture, or trust. The brand remains nearly absent in cultural conversations, values narratives, or thought leadership visibility.
| Category | Media Narrative | Equity Impact |
|---|---|---|
| Innovation | Private cloud AI, edge computing, and M&A activity | Strong capability — but low narrative depth |
| Trust & Ethics | Minimal earned coverage on data security or corporate values | Underreported — trust-building signal is weak |
| Leadership Storylines | Low executive visibility, few quoted thought pieces | Missed opportunity for narrative control |
| Culture & Community | No real presence in DEI, ESG, or cultural relevance themes | Zero emotional equity — strictly B2B functional framing |
Invisible narrative — HPE’s earned media risk
Insight: HPE must move beyond capability. Visibility, values, and voice are missing from its brand narrative — and the absence is limiting equity growth in a category racing toward purpose and people.
Brand Equity Opportunity – HPE
What to Leverage:
- Robust enterprise innovation engine — media covered private cloud AI, edge infrastructure, and strategic M&A.
- Reputation score (67) reflects solid perception among those familiar with the brand.
- Neutral-to-positive trust base offers a foundation to build emotional relevance.
What to Watch:
- Low awareness (25%) and favorability (11%) make HPE invisible to most of the general public.
- Media coverage lacks values-based storytelling, community engagement, or human connection.
- Leadership visibility is minimal — few earned narratives amplify trust or thought leadership.
Recommended Strategic Focus:
Shift from capability to visibility. HPE must bring its innovation to life through storytelling that connects — purpose, people, and leadership.
Increasing narrative frequency, public familiarity, and emotional equity will be essential for long-term brand resilience.
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 | 58% trust | Low visibility and little narrative reinforcement | Moderate |
| Innovation | 61 score | Strong media coverage on cloud/AI, low buzz | Low |
| Reputation | NPS = +9, 28% pride-to-work | No leadership visibility, few cultural stories | High |
| Perception | 63% favorability | Quiet media sentiment with minimal emotion | 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.
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