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1、2018EdelmanEarnedBrandBRANDSTAKEASTAND#EarnedBrandOctober2018EdelmanEarnedBrand2015InnovationandtheEarnedBrand2016TheConsumer-BrandRelationship2017TheRiseoftheBelief-DrivenBuyer2018BrandsTakeaStand22018EdelmanEarnedBrand332,000respondents(4,000permarket)Fieldwork:June29–July24,20188,000re
2、spondents(1,000permarket)Fieldwork:July10–July20,2018Signal-contingentmeasurementofreactionstospecificbrandcommunications•Respondentswereaskedtodescribetheirexperiencewiththenextbrandcommunicationtheynoticednaturally•Belief-drivenbuyingandgeneralattitudestowardbrandsRelationshipswith48bra
3、ndsReactionstotwocommunicationsfromeachof16brands•••MobileSurveyOnlineSurvey8MarketsBrazil,China,France,Germany,India,Japan,theU.K.andtheU.S.Alldataisnationallyrepresentativebasedonage,regionandgenderAstudyofhowbrandscanearn,strengthenandprotectconsumer-brandrelationshipsMarginoferror8-ma
4、rketaverageonlinesurveydata+/-1.1%(N=8,000)Market-specificonlinesurveydata+/-3.1%(N=1,000)8-marketaveragemobilesurveydata+/-0.6%(N=32,000)Market-specificmobilesurveydata+/-1.6%(N=4,000)2018TrustBarometerBusinessExpecttoLead64%saythatCEOsshouldtaketheleadonchangeratherthanwaitingforgovernm
5、enttoimposeitc57c48c43c43c42c74c44c7439Business%TrustGapintrust,businessvs.government6362Percenttrustinsocialmedia−0+Change,2017to2018InformationplatformsnottrustedBusinessmoretrustedthangovernmentBusinessexpectedtotakeinitiativeonchange-1014571015Gap28272524521833333637704384********Go
6、vernment%Trustl+4l-6l+1l-11l-3l-4l-130l-2U.K.FranceGermanyJapanU.S.BrazilChinaIndiaBrazilU.S.FranceU.K.JapanIndiaGermanyChinaSource:2018EdelmanTrustBarometer.COM_MCL.Whenlookingforgeneralnewsandinformation,howmuchwouldyoutrusteachtypeofsourceforgeneralnewsandinformation?Pleaseuseanine-poi
7、ntscalewhereonemeansthatyou“donottrustitatall”andninemeansthatyou“trustitagreatdeal.”9-pointscale;top4box,trust,questionaskedofhalfofthesample.TRU_INS.Belowisalistofinstitutions.Foreachone,pleaseindicatehowmuchyoutrustthatinstitutiontodowhatisrightusinganine-pointsc
