Craftsman

Based on 4 of 4 measures

Craftsman earns real approval: Average Rating sits at 84.9 and Review Sentiment at 75.6, both in the top third of the Index. Inverted Complaint Intensity is 56 - middling - so the praise runs well ahead of what holds when something goes wrong, and Review Volume Confidence at 70.6 sits below the middle, which means that praise rests on fewer voices than most brands here can point to. Trust at 72 is earned on the good days and untested on the bad ones.

Based on 4 of 4 measures

Craftsman means something its customers can put into words, and Meaning at 64.9 is built on that rather than on warmth. Association Clarity at 54.3 and Differentiation Language at 37 both sit well above most of the Index, so customers can say what the brand is associated with and, more unusually, what sets it apart - the second is where most brands go quiet. Affinity at 79.2 is real but shared, since brands cluster there, and Category Audience Fit at 85.6 sits well up the range: what distinguishes Craftsman is the meaning, not the room it is standing in.

Based on 5 of 5 measures

Craftsman holds its price without buying the sale - Price Premium vs Category at 61.5, with Current Markdown Pressure (Inverted) at 67.9 and Inverted Promotion Intensity at 77.6 confirming the shelf price isn't propped up by markdown. The customer tells a different story: Willingness-to-Pay Language sits at 30.7 and Inverted Coupon / Discount Search Dependency at 31.8, which means the same people paying the premium are still out looking for a reason not to. Pricing Power at 58.7 is a price the company defends, not one its customers have stopped shopping.

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

Craftsman gets talked about warmly and recommended rarely. Positive word of mouth sits at 35.7 while recommendation language lands at 29.3 - customers will tell you about the socket set their father handed down, then stop short of telling anyone to go buy one. Advocacy at 32.8 is nostalgia, not endorsement.

Based on 4 of 4 measures

Craftsman still gets searched for - Relative Search Salience sits at 40.3 and branded demand at 41.1 - and almost none of it goes anywhere. Search Momentum is 0 and demand follow-through is 8.1: the name is being typed out of memory, not out of intent, and the traffic that should follow never arrives. Salience of 26 is what a remembered brand looks like when nothing current is worth looking up.

Based on 3 of 4 measures · missing: Community Engagement

Craftsman is respected, not loved - emotional connection sits at 17.9. Sentiment at 32.8 says customers have nothing against the tools; attachment language at 13 and identity language at 4 say they have nothing invested in them either, which is what a name people inherit rather than choose looks like in the data. The brand lives in a memory of someone else's garage, not in the customer's own sense of who they are.