BrandEval: A Two-Track Multi-Agent Benchmark for Risk-Sensitive LLM Crisis Communication
Organizations: Shaanxi University of Science and Technology · China Agricultural University · Tianjin University · Tsinghua University ·
Abstract
Evaluating LLMs for crisis communication requires more than judging isolated responses, because public feedback and competitor actions can reshape trust over time. Existing benchmarks remain largely static and single-turn, offering limited evidence about long-horizon risk-sensitive communication. We introduce BrandEval, a two-track benchmark for product-crisis communication, focusing on public brand responses to product-related safety, quality, service, and trust incidents. BrandEval-Static evaluates stakeholder-aware strategic analysis, while BrandEval-Dynamic stress-tests response policies in BrandPolis, a controlled multi-agent sandbox with consumer feedback, competitor responses, and trust-risk trajectories. We also construct BrandSRD, a Chinese crisis-response dataset, and instantiate a reference Strategic Agent using Strategic Rationale (SR). Across proprietary and open-source models, we find that static strategic quality is informative but incomplete: it aligns with some end-state outcomes but does not reliably predict volatility and delayed recovery; dynamic stress tests further expose tail-risk failures under manipulative or weakly grounded policies. The code and dataset will be available at https://github.com/htgan-ai/BrandEval.
Figures & tables
| Product | Douyin | XHS | Total | |
| Smartwatch | 1078 | 786 | 482 | 2346 |
| Refrigerator | 1024 | 1125 | 741 | 2890 |
| Air conditioner | 1096 | 553 | 781 | 2430 |
| Rice cooker | 858 | 2517 | 676 | 4051 |
| Smart door lock | 1360 | 2268 | 449 | 4077 |
| Translation pen | 1265 | 1051 | 614 | 2930 |
| Model | C/B | P/M | Comp. | Strat. |
| GPT - 5.1 | 7.86 | 7.81 | 7.42 | 7.60 |
| Gemini - 2.5 - Pro | 7.61 | 7.64 | 7.28 | 7.34 |
| Claude - Sonnet - 4.5 | 7.52 | 7.71 | 7.36 | 7.40 |
| GLM - 4.5 | 7.11 | 7.16 | 6.93 | 6.89 |
| DeepSeek - R1 | 6.74 | 6.80 | 6.46 | 6.47 |
| R1 - Distill - Qwen - 7B | 4.88 | 4.31 | 4.44 | 4.04 |
| Policy | Min BRI | CVaR 10 BRI | Min NPS | Fail rate |
| Manipulative | -18.52 | -16.20 | -35.00 | 12% |
| Specious | -10.24 | -9.15 | -22.00 | 4% |
| Strategic Agent | -5.21 | -4.82 | -12.00 | 0% |
| Model | BRI | NPS | ARV | Pol. | CRS | SoV | ||||||
| Single | Dual | Single | Dual | Single | Dual | Single | Dual | Single | Dual | Single | Dual | |
| Backbone baseline | ||||||||||||
| Qwen3-8B | -3.54 | -4.30 | -3.00 | -9.00 | 30.06 | 29.74 | 1.98 | 1.98 | 16 | 15 | 63.46 | 68.90 |
| Prompting baselines (same backbone, different prompting) | ||||||||||||
| Qwen3-8B + CoT | -2.98 | -3.88 | -1.00 | -4.00 | 29.50 | 30.60 | 3.92 | 5.82 | 16 | 15 | 68.93 | 69.58 |
| Qwen3-8B + ReAct | -2.89 | -3.74 | -5.00 | -5.00 | 35.16 | 31.95 | 0.00 | 3.92 | 13 | 12 | 70.30 | 69.62 |
| Metric | Highway accident | Product recall | Spontaneous combustion |
| Macro trend alignment | |||
| Lagged ( ) | 0.60 | 0.80 | 0.75 |
| Spearman | 0.62 | 0.56 | 0.59 |
| Norm-RMSE | 0.35 | 0.32 | 0.29 |
| DTW (Z-norm) | 0.21 | 0.27 | 0.23 |
| 90% band coverage | 0.60 | 0.65 | 0.65 |
Appendix figures & tables9 assets
Supplementary material from the paper’s appendix.
Appendix
| Dimension | Operational definition |
| Consumer & Brand | Accurate diagnosis of consumer concerns; concrete brand actions; credible evidence (data, timelines, accountability); explicit linkage to brand equity dimensions (competence/value/emotion) when appropriate. |
| Public & Media | Anticipation of public/media narratives; risk-aware messaging; clarity on responsibility/safety; preventive escalation control; alignment with transparency and verifiability. |
| Competitor | Recognition of competitive dynamics (e.g., opportunistic attacks, SoV shifts); defensive/offensive counter-moves; avoids self-inflicted openings. |
| Strategic Synthesis | Coherent trade-offs across stakeholders; prioritized goals; operational plan with milestones; avoids generic PR; actionability and consistency with constraints. |
| Judge | Mean | 95% CI | Win(%) | Paired |
| Standard | ||||
| Evidence-sensitive |
| Signal | Corr. ( ) | ||
| Volume | 0.56 | 0.3 | 0.48 |
| Heat | 0.59 | 0.4 | 0.52 |
| SoV | -0.07 | 9.7 | 0.72 |
| Model / Policy | BRI | ARV | CRS | Fail rate |
| Qwen3-8B + CoT | ||||
| Strategic Agent |
| Strategy | Backfire Rate | Final BRI (Mean) 95% CI |
| Verifiable | ||
| Specious | ||
| Manipulative |
| Event | Metrics | Lag | Spearman | Mean JSD | |
| Safety Accident | Negativity vs. Negativity proxy Stance dist. vs. Stance dist. | ||||
| Product Recall | Negativity vs. Negativity proxy Stance dist. vs. Stance dist. | ||||
| Design Issue | Net sentiment vs. BRI Stance dist. vs. Stance dist. |
| Metric | Simulator | Shuffle control | Significance |
| Kendall’s (rank) | |||
| Top-1 match rate | – | ||
| Impact separation (mean BRI across decision points) | |||
| Verifiable action: (Rank 1) | |||
| Specious statement: (Rank 2) | |||
| Original / baseline: (Rank 3) | |||
LLM Agent Evaluation
Large language model agent evaluation measures whether tool-using systems complete tasks reliably, safely, and efficiently.
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