is your brand trusted enough to sell itself? - building brand trust/the envero brand trust index
Post on 21-Oct-2014
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This presentation allows you to understand how to increase your levels of Brand Trust. We have identified that Honesty not Quality is the key driver of your Brand Trust levels and this will determine how much consumer advocacy your brand will enjoy. How can we make this claim? The Envero Brand Trust Index measures over 2500 international brands, across 17 markets, 14 categories and surveying 30,000 consumers, including both the opinions of people who consume your brands and those who don’t but still hold an opinion about you. We can help you to understand how you can significantly improve your levels of Brand Trust.TRANSCRIPT
Is your brand trusted enough to sell itself?
“In a networked world, trust is the most important currency.”
ERIC SCHMIDT
hello
Source: GBSEI Switzerland 2012
At Envero, we build partnerships with leading consumer-facing companies to help them to understand how to build, measure and sustain exceptional levels of brand trust and hence consumer advocacy.
Our own international consumer insight survey, the Envero Brand Trust Index measures over 2500 international brands, across 17 markets, 14 categories and surveying 30,000 consumers, including both the opinions of people who consume your brands and those who don’t but still hold an opinion about you.
We offer a range of services including help with understanding the business case, diagnosing the opportunity and identifying the right strategies for your brand, developing your organisational capability to build trust, and engaging all stakeholders.
Why do we focus on Brand Trust?
Our survey tells us that it is the single most impactful driver of Consumer Advocacy …
Quality
Trust
How much does your company invest in improving quality?And in building trust…?
Trust is twice as important as Quality in driving consumer advocacy
And who do we trust most in today’s networked community?
Source: Edelman Trust Barometer 2012
HIGHTRUST
LOWTRUST
61% - Someone like me
50% - Regular Employee
43% - A CEO
39% - A Government Official
WE NO LONGER TRUST PEOPLE IN AUTHORITY
Why? Because Brand Trust is both Functional and Emotional
Functional Trust• Brand hygiene factors• Product delivers• Consistency
Emotional Trust• Honesty• Consumer Care• Authenticity
Most Brands deliverFunctional Trust
Positively Advocated Brands deliver Emotional Trust as well
Leadership WorkforceInnovation
Differentiation
People who are not your consumers still have an opinion about you and will share it with friends and strangers….
Should you care what these people are saying about you?
Word of Mouth can work for or against you…
If the answer is YES then we can help you understand what your consumers and non consumers think about you and why
What is Brand Trust?How can I get more of it?
How can I sustain it?Who can I learn from?
For more information on our services go to www.envero.co.uk
Is your Brand Trusted enough to sell itself?
Would you like it to be?