Coleman

Based on 4 of 4 measures

Coleman is rated well and complained about hard - trust sits at 69.7 because those two things are pulling in opposite directions. Ratings land at 84.6 and review sentiment at 75, but inverted complaint intensity drops to 47.6: when a Coleman product fails, the customer doesn't shrug it off, they go on record about it. That's trust in the price and the purpose of the gear, not in the gear itself - dependable enough to buy again, not dependable enough to defend.

Based on 4 of 4 measures

Coleman is understood, and understood for something in particular. Association Clarity at 79.1 sits well up the Index and Differentiation Language at 33 lands above the middle: customers can say what the brand is for, and they are on the better side of the Index for saying what sets it apart. Category Audience Fit at 27.7 sits near the bottom of the range, so that clarity stays with a narrower set of customers than the category shares - Meaning at 53.5 is meaning that hasn't traveled.

Based on 4 of 5 measures · missing: Price Premium vs Category

Coleman's Pricing Power sits at 48.8, and the weak link isn't the discounting - it's that customers won't say the brand is worth paying for. Willingness-to-Pay Language comes in at 24 while Current Markdown Pressure (Inverted) holds at 63.6: Coleman isn't buying its volume with constant markdowns, it just isn't earning a premium either. Promotion Intensity is where the leak shows, at 43.6 - the brand keeps reaching for the offer to close a sale its customers were already prepared to make.

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

Coleman gets talked about warmly and recommended rarely - advocacy sits at 37.2. Positive word of mouth reaches 40.9 while recommendation language trails at 32.7, which is the gap between customers saying the cooler held ice all weekend and customers telling someone to go buy one. Goodwill, not advocacy: Coleman earns the kind words and leaves the referral on the table.

Based on 4 of 4 measures

People can pull Coleman's name out of memory; they don't go looking for it. Branded Search Demand at 49.9 is the strongest figure on this factor and it still sits in the bottom third of the Index, while Search Momentum reads 0 and Traffic / Demand Follow-Through 36.6 - the interest that exists is neither growing nor arriving. Relative Search Salience of 30 puts Coleman well down its comparison group, and a Salience score of 30.3 is what recognition looks like when it does none of the work of demand.

Based on 3 of 4 measures · missing: Community Engagement

Coleman is the cooler in the garage, not the brand in the story - emotional connection sits at 24.5, with identity and belonging language at 9. Customers feel fine about it: sentiment reaches 36 while attachment language stalls at 26.5, which means the good feeling attaches to the trip, not the label on the lid. Nobody builds an identity around equipment they only think about the morning they pack the car.