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.

1. BUILDING
TRUST
BRAND

2. BUILDING
BRAND
TRUST
Introduction to
And the Brand Trust Index

3. The influence chain: working for or against you?
Envero helps clients build trust and positive word of mouth
through their influence chain

4. Envero’s four step process
1. COMMITMENT 2. DIAGNOSIS 3. STRATEGY 4. ACTION
1T1 Conversations
Internal Workshops
Envero TrustBank
Envero Brand Trust
Index
Involved facilitation
Informed provocation
Critical friend
Capability building
Performance Monitoring

5. Word Of Mouth
Social media and the internet are amplifying & accelerating word of mouth
SOCIAL MEDIA AN KILL YOUR
REPUTATION

6. The CONTEXT in which brands are built has changed
dramatically, particularly since 2008
65 MILLION unique visitors
per month. sharing their
experiences –
positive & negative
Downloaded over 50
million times. Zero paid
advertising. 100% Viral
January 21 2011
Coulson resigns As
Cameron’s spokesperson.
July 10th last ever edition
200,000 mentions
of horsemeat on
social media

7. People talk, share, tell stories and
INFLUENCE EACH OTHER
CULTURE IS PARTICIPATORY STORIES ARE THE NEW CURRENCY

8. Trust in ‘authority’ is at an all time low –
so word of mouth matters now
more than ever…
“To what extent do you trust the following forms
of advertising?”
“If you heard information about a company
from one of these people, how credible would
that information be?”
Source: Edelman Source: Nielsen
43%
62%
52%
A CEO A Regular Employee A Person like yourself
Recommendation from people I know
Consumer opinion posted online
92%
47%
36%
TV Ads
Ads on Social Network
70%

9. We measure the balance between positive
And negative word of mouth
Consumer Advocacy

10. How we measure the balance between positive & negative Word Of Mouth
DETRACTORS
Likelihood of Recommendation
NEUTRAL OR INDIFFERENT ADVOCATES
44%
26%
26% 30%
- =Net Recommendation is
4%30%
ADVOCATES
26%
DETRACTORS
Survey respondents
determine the likelihood
of recommending a
brand on a scale of 1-7
Respondents
who select either
of the two highest
ratings are
classified as
advocates
Respondents
who select either
of the two lowest
ratings are
classified as
detractors
Net recommendation is the
balance of % advocates minus
% detractors
3
1
2
4

11. Our fact-base – the Envero Brand Trust Index
17+ countries
30,000+
respondents
2,500+
companies &
brands
17+ industry
sectors
The Envero Brand Trust Index has
been conducted to date in the
countries shown on the map. In total,
we have results on more than 2,500
companies and brands based on
responses from approx. 30,000
thousand consumers.
Companies that have bought into the
survey in one or more countries
include: Coca-Cola Hellenice, Danone,
Cadbury, Santander, Nestlé, Müller,
ABInBev, Brown Forman, BCR Bank,
Ella’s Kitchen, Bacardi and Electrolux.*
To enquire about commissioning a
survey in any of these countries or any
other country worldwide please
contact us via our website at
www.envero.co.uk.
*In some cases the survey was conducted
under the title of GoodBrand Trust Index or
GoodBrand Social Equity Index.

12. The Average Brand has significantly more advocates
than detractors
Bottom 2 =
Detractors
Top 2 =
Advocates
Likelihood of Recommendation – Commercial Average*
Net Recommendation
*based on over 2,000 companies and brands in 13 countries
22% 36%42%
Source: Envero Brand Trust Index
22% =14%36% -

13. But the range is rather wide!
Distribution of Recommendation - Best Case/Worst Case
Technology
brand in Russia
Major bank in
Ireland
Net Recommendation 92%-3% = 89%
Net Recommendation 7%-54% = -47%

14. Building
ADVOCACY &
POSITIVE WORD
OF MOUTH is not
like conventional
marketing.
You can’t BUY it,
you have to
EARN it
So how do
brands earn
CONSUMER
ADVOCACY?

15. Envero Brand Trust Index: survey design
Business DriversTrust Drivers

16. What drives different
levels of consumer
advocacy?

17. Trust

18. Trust
Trust is TWICE as important as Quality in driving advocacy
How much does your company
invest in improving quality?
And in building trust…?
Quality

19. Brand Trust is both Functional and Emotional
Most Brands deliver
Functional Trust
Functional Trust
• Brand hygiene factors
• Product delivers
• Consistency
Most Brands deliver
Functional Trust
EMOTIONAL TRUST
• Honesty
• Consumer Care
• Authenticity
FUNCTIONAL TRUST
• Brand hygiene factors
• Product delivers
• Consistency
…..Positively Advocated
Brands deliver Emotional Trust
as well
Most brands deliver
Functional Trust…..

20. The Average distance of the brands from
the line of best fit gives us the Strength
of the relationship.
‘Line of best fit’. Indicates the
relationship between Trustworthy and
Recommendation
A Trustworthyscore increase of 100
points should see the average brand
Gain 77 points in
Recommendation+100
+77
R²
β
R²β
Using both the strength of the
relationship and the Gainin
Recommendation we can calculate the
STRENGTH INDEX SCORE
SI
R² = 0.94 β = 0.77 SI = 240
We calculate the extent to which one measure may be driving
another
How much is Trustworthiness driving
Recommendation?

21. Net Recommendation Drivers – survey average
Across Europe, Brand Trust is the key driver of consumer advocacy
Gain in RecommendationCorrelation Strength Index
R² β SI

22. Brand behaviours (Social Equity) are the biggest
drivers of Trust
ADVOCACYSOCIAL EQUITY
Community
Society
Environment
Workforce
Suppliers
Honesty
Caring
Unselfishness
Authenticity
Reliability
Recommendation
TRUST
Observed
Behaviours
Perceived
Character
Shared
Opinions

23. Brand Trust
Social Equity
What does it take to be
a TRUSTED LEADER?
Source: Envero Trust Index
5000 people rated
Mandela No. 1 WHY?

24. The UK Survey
SCALE & COVERAGE
• 223 well-known companies and brands across a wide range of sectors
• 2500 respondents representative of all UK adults, aged 18-65
HISTORY
• Previous UK surveys carried out periodically since 2005
• 2010 & 2012 surveys comparable historically to 2014
2014 PLAN
• Two comparable waves of fieldwork: Q1 and Q3
• Opportunity to monitor changes every 6 months
FUTURE PLAN
• Our intention is to maintain biannual surveys

25. SECTOR FTSE 100 OTHER
FMCG COCA-COLA HELLENIC, UNILEVER KELLOGGS, CADBURY, DANONE, NESTLE, HEINEKEN,
HEINZ, P&G, J&J
RETAIL M&S, SAINSBURYS, TESCO, MORRISONS IKEA, JOHN LEWIS, AMAZON, ASDA, COOP, ALDI,
PRIMARK, NEXT
FINANCE LLOYDS, RBS, BARCLAYS, HSBC NATWEST, SANTANDER, HALIFAX, NATIONWIDE,
COOP BANK, VIRGIN MONEY
MEDIA ITV, SKY BBC, C4, FT, TIMES, TELEGRAPH, GUARDIAN, SUN,
FACEBOOK, TWITTER
UTILITIES BP, VODAFONE, ROYAL MAIL, BT ORANGE, BRITISH GAS, NPOWER, EON, EDF,
SCOTTISH ENERGY
LEISURE EASY JET BA, RYANAIR, TRIPADVISOR, VIRGIN, MCDONALDS, COSTA,
STARBUCKS
OTHER GOOGLE, BMW, APPLE, OLYMPICS, NHS
UK survey coverage – overview of leading brands

26. How important is
people’s TRUST
in your company to
its future success?
How well TRUSTED
would you like to be?

27. For more information
please call us on
0800 644 1264
or contact us through
the website
BUILDING
BRAND
TRUST