DeWalt

Based on 4 of 4 measures

Tradespeople trust the tool: DeWalt's average rating sits at 89.4 and review sentiment at 80.8, the marks of a brand that does what the label says on a jobsite. The trust thins at the point of failure - inverted complaint intensity falls to 60.8, meaning the customers who hit a problem are the loudest voices on the record, and overall Trust settles at 75.9 on a volume base of 70.7. That's trust in the drill, not yet trust in the company standing behind it.

Based on 4 of 4 measures

DeWalt means something specific, and its customers can say both what it is and what sets it apart. Association Clarity at 75.4 and Differentiation Language at 60 both sit well up the Index, and Category Audience Fit at 69.8 lands in the top third - the meaning is sharp, and it is shared rather than held privately by a handful of tradespeople. Affinity at 69 is where nearly every brand on the Index sits, so fondness isn't what carries Meaning to 69.3; the clarity is.

Based on 4 of 4 measures

DeWalt owns its category's search conversation outright - Relative Search Salience sits at 100 - and then hands most of that attention back. Branded Search Demand at 60.8 and Search Momentum at 12.8 say the name is the default answer to "what drill," not a name anyone is newly looking for; Traffic / Demand Follow-Through at 41.1 says under half that intent ever arrives at DeWalt's door. Salience of 61 is a dominant position being maintained, not built - attention inherited from the jobsite, not earned again this year.

Based on 5 of 5 measures

DeWalt's customers aren't the ones asking for the discount - Inverted Coupon / Discount Search Dependency sits at 92.6, the highest number on this card by a wide margin. The brand discounts anyway: Current Markdown Pressure (Inverted) lands at 38.6 and Willingness-to-Pay Language at 44 against a Price Premium of 50, so the price stays level with the category while margin gets handed to demand that never asked for it. Pricing Power at 51 isn't a customer problem - it's a habit.

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

Tradespeople buy DeWalt on repeat and still don't tell anyone to - Advocacy sits at 43.6, with recommendation language trailing positive word of mouth at 42 against 44.9. The talk exists; it just stops short of a recommendation, which means the yellow-and-black on a jobsite is a default, not an endorsement. DeWalt owns the tool belt without owning the sentence that puts it in someone else's.

Based on 3 of 4 measures · missing: Community Engagement

Tradespeople reach for the yellow-and-black without thinking about it, and without feeling much about it either - Emotional Connection sits at 34.3. Sentiment is the strongest thing here at 46.8, but Identity/Belonging language comes in at 21 and Attachment at 32: customers will say the tool is good and will not say they're DeWalt people. That's preference, not attachment - the drill is in the truck, the brand isn't in the identity.