We’re living in a new era for brands, where consumer trust has become a make-or-break difference for a brand’s success. There’s a new, accelerated expectation for brands to do more and say more than ever before. There’s an increasingly urgent need to address both personal and societal needs, affecting how brands operate.
Building on nearly two decades of experience in researching and analyzing trust in businesses and their brands, ºÚÁÏÉçhas developed a methodology for brands to measure and manage their own trust capital.
ºÚÁÏÉçTrust Management (ETM) Brand is a framework for managing brands differently. Developed together with business leaders and renowned academics, it goes beyond providing static equity models to deliver a strategic roadmap for solving for specific challenges and identifying opportunities using trust’s predictive and protective power.
Our study, Brand Trust in 2020, uncovered that trust in a brand is second only to price when it comes to evaluating a new brand. Fundamentally, trust acts as a critical gateway from consideration to purchase to loyalty, deepening relationship between brands and consumers.
Trust allows brands to be better equipped to navigate disruption, seize opportunities, engage and act responsibly.
Trust (53%) is second only to price (64%)
Nearly 1 in 3 loyal customers have a brand relationship built on the strongest trust level
People with high brand trust (75%) will only buy products of that brand
People with high brand trust (78%) are likely to recommend and defend the brand
Source: ºÚÁÏÉçTrust Barometer Special Report: Brand Trust in 2020
We unlock the power of trust to diagnose strengths and weaknesses, as well as opportunities for building and protecting trust.
Our framework evaluates five key trust-driving dimensions to help build a comprehensive and actionable roadmap for your brand.
ETM Brand data can uncover your audience’s Trust Profile down to an individual level, telling us who a person is and what moves and inspires them. These unique Trust Profiles, available in certain markets, shows us the bigger picture of your audience in the context of what matters in other parts of their lives. We can:
Audience profile data is multifaceted and includes demographics, financial profiling, media and social media consumption as well as psychographic profiles.