Edelman-品牌信任和冠状病毒流行（英文）-2020.4.pdf

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1、SpecialReport:BrandTrustandtheCoronavirusPandemic2019EdelmanTrustBarometerSpecialReport:2020EdelmanTrustBarometerSpecialReport:InBrandsWeTrust?TrustandtheCoronavirusANEEDFORBRANDSANEEDFORBUSINESSANDTODOTHERIGHTTHINGEMPLOYERSTOSTEPUPPercentwhosaythisisadea

2、lbreakerordecidingfactorPercentwhosayintheirbrandbuyingdecisionBusinesseshavearesponsibilitytoImustbeabletotrustthebrandtodowhatisright78%ensuretheiremployeesareprotectedfromthevirusintheworkplaceanddonotspreadthevirusintothecommunityIwouldlikemyemployert

3、oshare63%informationaboutthecoronavirus81%atleastdaily2019EdelmanTrustBarometerSpecialReport:InBrandsWeTrust?Q104Overall.Whenitcomestobrandsthatyouwillorwillnotbuyoruse,categorizeeachofthefollowingattributesbasedonwhetheritisacriticaldealbreaker,important

4、tohave,ormerelyanicetohave.3-pointscale;top2box,important.8-mktavg.2020EdelmanTrustBarometerSpecialReport:TrustandtheCoronavirus.Q3.Pleaseindicateyourlevelofagreementwiththestatementsbelowusinganine-pointscalewhereonemeans“stronglydisagree”andninemeans“st

5、ronglyagree”.9-pointscale;top4box,agree.Datashownisanetofr5andr6.Questionshowntothosewhohaveheardofthevirus(Q1/1).Q10.Howoftenwouldyouliketobeupdatedontheinformationyoujustindicatedyouremployershouldbesharing?Questionshowntothosewhoareawareofthevirusandar

6、eemployeesandlistedinformationtheiremployershouldbesharing(Q1/1ANDQ43/1ANDQ9/1-14,16).10-mktavg.DatacollectedbetweenMarch6andMarch10,2020.MAINTAININGBRANDTRUSTDURINGTHECORONAVIRUS1.2.3.4.ShowupandDon’tactaloneSolve,don’tsellCommunicatewithdoyourpartemotio

7、n,compassionandfactsBrandshaveavitalroleThereisstrengthinBrandsshouldfocusallPeoplearereassuredbytoplay.Nowisnotthecollaboration.Totrulyeffortsonfindingpositivebrandactionstimetodisappear,buttohelppeopleduringthisappropriateandandcommitments.showupandusea

8、llcrisisrequiresajoiningmeaningfulsolutionstoCommunicatewithyourresourcesandofforceswithothers,theproblemspeopleareempathytohelpbothcreativitytomakeamostcriticallyfacingtoday.informandcalm.difference.government.3202