Magna品牌信任维度（英）

BrandTrust Dimensions GrowingStrongerBrands vevo AcrossInclusiveAudiencesMIGNAnitiative MEDIATRIALS Whatcanbrandsdotostrengthentrustacrossinclusive audiences? Trustiscriticalforcreatingstrong. enduringbrands vevo MIGNA MEDIATRIALS nitiative 2 02→ Leversfor BuildingTrust whatactionscanbrandstaketostrengthentrustacrossinclusiveaudiences? OurQuestions 01→ Dimensions ofTrust Whatarethecomponentsofbrandtrust?Howdoesbrandtrustvarybyindustryverticalandacrossinclusiveaudiences? M/GNA MEDIATRIALS Tnitiative vevo TheScope Who Nationallyrepresentativesample AAPI BlackHispanic/Latine White (TotalN=4,968) FastCasualDining FinanceAutomotive Over-the-CounterMedications 32brandstestedacross4industryverticals What Reliable Authenticinhowtheyrepresentthemselves Relatable Inclusiveofalldifferenttypesofpeople Easytocommunicatewith Ethicalinhowtheyruntheirbusiness Communityminded Respectable Innovativeinhowtheyruntheirbusiness Sociallyconscious 10dimensions ofbrandtrust How MIGNA MEDIATRIALS nitiative vevo Methodology Recruitment Participantsrecruitedfromrepresentativeonlinepanel.SurveyofferedinEnglishandSpanish 888 TrustRatings Participantsrandomizedtorate2brandstheyarefamiliarwithfromdifferentverticals N=4,968 BrandFamiliarity Actions Participantsratefamiliarityafbrands Deepdiveintoactionsbrandscantaketostrengthentrust MEGN Tnitiative vevo MEDIATRIALS Trust Foundations Thebasicsofbrandtrust vevo MIGNATnitiative MEDIATRIALS Trusthas impactonthebottomline acrossverticals Impactof Modelled +30% +26% Increase OTC Medication Auto Finance FastCasual Dining Forexample,foreverypointincreasein trust,purchaseintentincreasesforfast casualdiningbyanaverageof26% 1.J; M/GNA MEDIATRIALS nitiative vevo Notrust no PurchaseIntentbyTrust Brandis Trustworthy ■Nottrustworthy precipitouslyy  100% 8866%% 8877%% 83% 83% 7777%% 50% 2233%% 14% 1177%% 14% 14% 14% FastCasual Auto OTCMedication 8 M/GNA MEDIATRIALS nitiative vevo Top5drivers of are ____ Alldimensionsameaningful impacton ofTrust Modelled Innovativebusinesspractices,3%Easytocommunicate,3%Communitymindfulness,2% Inclusivity,2% Socialconsciousness,2% Relatability.5% Authenticity,6% Ethical,6% Respect,9% Reliability.11% There'sanopportunityforbrandsto any oftrustin However,business shouldalignto authenticity U M/GNA MEDIATRIALS Tnitiative vevo +39% +33% +29%+29%+30% Increase Overall Hispanic/ Audience AAPI Black Latine White Brandtrustplays acriticalrolein purchasesacross inclusivecohorts ofpurchaseintentamongAAPl Trustisaparticularlystrongdriver Truston Intent Modelled,byrace/ethnicity AAPI 2,139: M/GNA MEDIATRIALS nitiative vevo Ethicalinhowruntheir Authentic Relatable Innovativeinhowtheyruntheirbusiness Easytocormriunicatewith Cormmunityminded Inclusivity Sociallyconscious Brandsshouldtakeanuancec approachtobuildingtrustbased onaudience DriversofTrustbyRace/Ethnicity OverallAudience White representationis especiallyimportant justasimportantas reliableproducts Hispanic+Latine Authentic Black Ethicalpracticesare AAPI Respectandreliabilityareparticularlyimportant 9% 6% 6% 3%g 3% 2% 2% 2%s 5% 11% Respectable Modelled 113, 9 12% 13% 12% 12% 4% 9% 94% 5% 53%1 7%4% 6% 515 5'% 4%g 3% 3% 2%: 23: 4% 5%: 4% 5% 2'% 3% 21 2% 3% 3% 11 M/GNA MEDIATRIALS Tnitiative vevo HispanicfLatine White Consistencyininclusiveness: Thesimpleactofbeinginclusivedrivestrustacrossallaudiences Inclusive ofaldifferent typesofpeople AAPI Black 12 M/GNA MEDIATRIALS nitiative vevo nitiative Howiseachvertical doingonbrandtrust? 13 MIGNA MEDIATRIALS vevo Buildingbrandtrust isnotaone-size-fits-al TopDriversofTrustby - Auto ★Reliabilityreignssupreme FastCasualDining ★Ethicalbusinesspractices areanespeciallypowerfultrustbuildercomparedtootherverticals Finance ★Financebrandsaimingto drivetrusthaveawiderangeofoptionsfordoingso OTCMedication ★Authenticityistwiceas importantcomparedtootherverticals 13% 11% 9% 12% 9% 9% 9% 11% Ethical 6% 9% 6% %5 Authentic 5% 3% 54 10% Relatable 4% 4% 6% 6%0 14 M/GNA MEDIATRIALS Tnitiative vevo 15 ★★★ BrandTrust Ratings Howdoeseachverticalcurrentlyrateagainsteachdriverofbrandtrust? Aguidetounderstandingtheguadrantanalysis HIGHER RATING +/+ [-』LOWERPERFORMANCERATING M/GNA MEDIATRIALS nitiative vevo Auto Autobrandsshouldfocusonreliability,butalsoexploreopportunitiestoconveyethical practices TrustDrivers &Ratings 16 HIGHER RATING Respectable Reliable Authentic Innovative Inclusive Relatable Ethical EasytoCommunicate ETHICALPRACTICES SociallyConscious Autobhranidsshouldstrengthen perceptionsofethical Community Minded busmesspractlces DON'TLOSESTEAM Asthertostpowerfultrustbuilder. reliabilityshouldbetheunderpinninigqfmnarketirioefforts [ PERFORMANCERATING M/GNA MEDIATRIALS Tnitiative vevo 17 Inclusive Spotlight Auto ForBlackaudiences. autobrandsshouldexplorecommunityfocus