Introducing a.network's Brand Trust Index (BTI)

For brands navigating the era of information overload, trust has become an increasingly scarce and valuable commodity. Losing it has never been easier, yet the importance of consumer trust in driving brand loyalty and, ultimately, brand value has never been greater.

WATCH - Brand Trust & Competitive Gaming: https://youtu.be/dPAWeKIFRlU

Despite its importance for marketers, the business world hasn’t settled on a standard definition of trust for brands and companies. Furthermore, the current methods of quantifying trust are not scientifically robust. To address this need, we drew on some of the experience we gained by originating the Ayzenberg Earned Media Value Index and have created a way for the industry to have a baseline understanding of the levels and dimensions of trust.

Using our Soulmates.ai technology and the research of original eHarmony chief scientist Dr. J. Galen Buckwalter, we’ve created the Ayzenberg Brand Trust Index [BTI] to both define and quantify brand trust in a rigorous and useful way.

Academic studies, confirmed by our own research, have shown that there are three primary components of trust: trust itself, emotional appeal, and loyalty. Each of these can be broken down into a further 16 sub-dimensions, such as credibility, gratitude and vision. These can be quantified by combining deep social listening with cognitive science processes to reveal the brand’s trust score.

Once a brand is profiled using the BTI, methods of strengthening that brand’s rating by influencing consumer perception can be implemented in order to increase brand trust and, consequently, brand value.

Transparency, authenticity, generosity and motivation have all been shown to help increase brand trust, especially for bigger brands and specifically among millennials and other younger demographic groups. By orchestrating the creation and sharing of custom brand stories that consider these factors, along with the use of other Frontline techniques, we can positively affect consumer perception of your brand.

For more information on the Ayzenberg Brand Trust Index, please take a look at the Report.