品牌信任和冠状病毒流行.pptx

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1、PercentwhosaythisisadealbreakerordecidingfactorintheirbrandbuyingdecisionANEEDFORBRANDSTODOTHERIGHTTHING2019EdelmanTrustBarometerSpecialReport:InBrandsWeTrust?Q104Overall.Whenitcomestobrandsthatyouwillorwillnotbuyoruse,categorizeeachofthefollowingattrib

2、utesbasedonwhetheritisacriticaldealbreaker,importanttohave,ormerelyanicetohave.3-pointscale;top2box,important.8-mktavg.2020EdelmanTrustBarometerSpecialReport:TrustandtheCoronavirus.Q3.Pleaseindicateyourlevelofagreementwiththestatementsbelowusinganine-po

3、intscalewhereonemeans“stronglydisagree”andninemeans“stronglyagree”.9-pointscale;top4box,agree.Datashownisanetofr5andr6.Questionshowntothosewhohaveheardofthevirus(Q1/1).Q10.Howoftenwouldyouliketobeupdatedontheinformationyoujustindicatedyouremployershould

4、besharing?Questionshowntothosewhoareawareofthevirusandareemployeesandlistedinformationtheiremployershouldbesharing(Q1/1ANDQ43/1ANDQ9/1-14,16).10-mktavg.DatacollectedbetweenMarch6andMarch10,2020.81%ImustbeabletotrustthebrandtodowhatisrightANEEDFORBUSINES

5、SANDEMPLOYERSTOSTEPUPPercentwhosay78%Businesseshavearesponsibilitytoensuretheiremployeesareprotectedfromthevirusintheworkplaceanddonotspreadthevirusintothecommunity63%Iwouldlikemyemployertoshareinformationaboutthecoronavirusatleastdaily2019EdelmanTrustB

6、arometerSpecialReport:InBrandsWeTrust?2020EdelmanTrustBarometerSpecialReport:TrustandtheCoronavirus31.Showupanddoyourpart3.Solve,don’tsell2.Don’tactaloneMAINTAININGBRANDTRUSTDURINGTHECORONAVIRUS4.Communicatewithemotion,compassionandfactsBrandsshouldfocu

7、salleffortsonfindingappropriateandmeaningfulsolutionstotheproblemspeoplearefacingtoday.Peoplearereassuredbypositivebrandactionsandcommitments.Communicatewithempathytohelpbothinformandcalm.Thereisstrengthincollaboration.Totrulyhelppeopleduringthiscrisisr

8、equiresajoiningofforceswithothers,mostcriticallygovernment.Brandshaveavitalroletoplay.Nowisnotthetimetodisappear,buttoshowupanduseallyourresourcesandcreativitytomakeadifference.2020EdelmanTrustBarometerSpecialReportBrandTrustandt