Decathlon

Based on 4 of 4 measures

Decathlon is trusted by the people who buy it and barely on record with anyone else. Average Rating reads 94.2 and Inverted Complaint Intensity 92.1, both well up the range, with Review Sentiment at 76.9 in the top third - customers rate it highly and, when something does go wrong, they don't get loud about it. But Review Volume Confidence sits at 51.3, in the bottom third: a Trust score of 79.9 resting on a thin record, which means it reassures the customers Decathlon already has and almost nobody it doesn't.

Based on 4 of 4 measures

Decathlon gets searched for by name and the visit actually follows: Branded Search Demand sits at 84.8, well above most brands on the Index, and Traffic / Demand Follow-Through at 94.3 sits above the middle. What's missing is growth - Search Momentum sits at 14.8, well down the range, and Relative Search Salience at 40.5 sits below the middle of the five-brand group it's compared against. This is a standing bank of demand, not a rising one: it converts the attention it already has and it isn't winning more.

Based on 4 of 4 measures

Decathlon is liked without being distinct. Affinity sits at 63.8, a level nearly every brand in the Index reaches, so it separates nothing - and the measures that would separate it don't: Association Clarity at 30.6, Category Audience Fit at 40.5 and Differentiation Language at 21 all land in the middle of the Index, meaning customers place the brand about as clearly as they place anyone and reach for distinguishing words about as often. Meaning at 39.5 is fondness that never hardened into a specific thing the brand stands for.

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

People say nice things about Decathlon and stop short of telling anyone to go. Positive word of mouth sits at 44.2 while recommendation language sits at 31.4 - the gap between approval and advocacy, and it holds the factor down to 38.3. Customers vouch for the price; they don't put their own name behind the brand.

Based on 3 of 4 measures · missing: Community Engagement

Decathlon is liked, not loved - Emotional Connection sits at 26.7 while Emotional Sentiment reaches 42.6. Customers speak warmly about the price and the range, then stop: identity and belonging language registers at 11.1, attachment language at 22.3, which means people describe what the store does for them and never what it means to them. That's a well-run supplier of gear, not a brand anyone joins.