Desjardins

Based on 4 of 4 measures

Desjardins gets searched by name, and when it does, the traffic lands: branded search demand sits at 97.9 and demand follow-through at a full 100. But salience overall comes in at 77.8 because the brand holds only 60.6 of the category's search conversation and its momentum sits at the same 60.6 - people who already want Desjardins find it, and almost nobody new is pulled into the search in the first place. That's a name customers reach for, not one the category argues about.

Based on 4 of 4 measures

The rating is the most generous number Desjardins has, and it still sits in the bottom third of the Index. Average Rating reads 51.3 and Review Sentiment 41.1 - the score customers assign is already warmer than the language they write beside it - while Inverted Complaint Intensity of 34.8 says that when something goes wrong, the noise is loud and the resolution doesn't settle it. Trust at 45.8 is dependability without affection, and with Review Volume Confidence at 60 that verdict is read off a thin file.

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

Nobody goes hunting for a Desjardins discount before they commit - Inverted Coupon / Discount Search Dependency sits at 100, in the top third of the Index. What nobody does either is describe it as worth paying more for: Willingness-to-Pay Language sits at 1.1, in the bottom third, against a Price Premium of 47.1 that lands below the middle of its eleven-brand comparison group. That is the absence of bargain-hunting, not the presence of pricing power - and at 44.1, Desjardins is holding a price its customers accept rather than one they defend.

Based on 4 of 4 measures

Desjardins is liked and unexplained. Association Clarity sits at 13.3 and Differentiation Language at 9.2, both near the bottom of the Index, while Audience Affinity reads 72.1 on a measure where brands cluster too tightly to separate anyone - the warmth is real and it carries no content. Category Audience Fit sits above the middle at 62.7, so Meaning lands at 39.5: an audience Desjardins shares with the rest of the category, and no language of its own to hold it.

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

Desjardins members belong to it and still won't speak for it - advocacy sits at 13.2. Positive word of mouth registers at 13.9 and recommendation language at 12.3, which means the few members who talk about Desjardins describe it rather than endorse it. Membership was structural, not earned; a cooperative whose owners don't recommend it has customers, not advocates.

Based on 3 of 4 measures · missing: Community Engagement

Desjardins is a member-owned cooperative whose members talk about it like a bank - Emotional Connection sits at 10.7, with attachment language at 6.3. The structure invites belonging and the language never arrives: identity talk registers at 12.5, sentiment at 12, from customers who are technically owners. Being a member of something is not the same as feeling part of it, and Desjardins is only getting the first one.