CIBC

Based on 4 of 4 measures

CIBC gets searched by name at the ceiling - branded search demand sits at 100, and demand follow-through at 100 means those searches land on CIBC rather than leaking to a competitor. Salience of 87.3 with 81.8 Relative Search Salience says the bank isn't fighting to be remembered; it's already the default name people type when they think about their money. The one soft spot is momentum at 68.2 - this is attention held by habit, not attention that's still growing, and habit is the kind of asset that erodes quietly.

Based on 3 of 5 measures · missing: Inverted Discount Frequency, Inverted Promotion Intensity

CIBC's customers don't go hunting for a coupon, and they never say the bank is worth paying more for. Inverted Coupon / Discount Search Dependency sits at 99.9, well up the range, while Willingness-to-Pay Language sits at 0.5, near the bottom - and Price Premium vs Category sits at 50, mid-pack among the brands CIBC is compared with. Pricing Power lands at 45.6: the absence of discount-seeking, not a premium anyone volunteered to pay.

Based on 4 of 4 measures

CIBC is trusted to hold the money and nothing beyond that. Trust sits at 43.1 and average rating at 44.5 - middling marks a bank can live with - but inverted complaint intensity lands at 2.1, and with review volume confidence at 100 that reading is not a sampling artifact: when customers do speak, they are overwhelmingly speaking to complain. That's dependability, not devotion, and dependability doesn't survive the first bank that gives these customers a reason to leave.

Based on 4 of 4 measures

Customers are fond of CIBC and can't say what it stands for. Affinity at 71.7 puts it where almost every brand on the Index sits, and Category Audience Fit at 64 is strong, but Association Clarity at 14.7 lands well below most and Differentiation Language at 10.4 sits near the bottom of the range - the warmth is real and there is nothing attached to it. Meaning at 40.4 is what that combination is worth: affection without content isn't devotion, it's a preference the next rate offer can move.

Based on 2 of 4 measures · missing: Conversation Volume, Earned Mention Velocity

CIBC's customers stay; they don't speak. Advocacy sits at 23.1, with positive word of mouth at 24.5 and recommendation language at 21.4 - meaning the few customers who do talk about the bank rarely phrase it as a recommendation to anyone else. That's a retained book, not an advocating one: growth has to be bought at acquisition cost because it isn't being handed over by customers for free.

Based on 3 of 4 measures · missing: Community Engagement

Emotional Connection sits at 15.6 - CIBC is a bank its customers use, not one they feel anything about. Sentiment reaches 24.7, so the feeling that exists isn't hostile; it's thin, and the words that would signal a relationship barely register at all - identity and belonging language at 8.9, attachment language at 10.4. Customers who don't say "my bank" in a way that means anything are customers who'll move for a better rate and never look back.