Amnesty International Brand Score: 93/100 — Iconic tier

Campaigning for human rights for all

Amnesty International (amnesty.org) earns a Brand Analyzer score of 93 out of 100, placing it in the Iconic tier among Non-profit brands. Among 598 Non-profit brands analyzed, Amnesty International ranks in the 99th percentile (category average 66, leader 95). The score combines seven dimensions — name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority — into a single objective benchmark. Dimension scores: Name Quality 82/100, Digital Presence 100/100, Visual Identity 97/100, Messaging Clarity 100/100, Trust Foundation 83/100, AI Discoverability 79/100, Brand Authority 86/100.

Score breakdown — 7 dimensions

AI visibility

Amnesty International scores 75/100 for AI visibility — how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.

Visibility — 80/100

Trust — 73/100

Recommendation likelihood — 68/100

Recommendations

Peer brands: Cleveland Clinic (95/100), Consumer Reports (94/100), UNESCO (94/100), UNICEF (94/100), International Monetary Fund (IMF) (93/100).