2 Edelman Earned Brand Innovation and the Earned Brand2015 The Consumer-Brand Relationship2016 The Rise of the Belief-Driven Buyer2017 Brands Take a Stand2018 3 Margin of error 8-market average online survey data +/-1.1% (N=8,000) Market-specific online survey data+/-3.1% (N=1,000) 8-market averagemobile survey data+/-0.6% (N=32,000) Market-specific mobile survey data+/-1.6%(N=4,000) 2018 Edelman Earned Brand 8 Markets Brazil, China, France, Germany, India, Japan, the U.K. and the U.S. All data is nationally representative based on age, region and gender A study of how brands canearn, strengthen andprotect consumer-brandrelationships Online Survey Belief-driven buying and generalattitudes toward brands Relationships with 48brandsReactions to two communicationsfrom each of 16 brands Mobile Survey Signal-contingent measurement ofreactions to specific brandcommunications Respondents were asked to describetheir experience with the next brandcommunication they noticed naturally 8,000 respondents (1,000 per market) Fieldwork: July 10 –July 20, 2018 32,000 respondents (4,000 per market) Fieldwork: June 29 –July 24, 2018 Business %Trust5748434342744474cccccccc 4 Business Expect to Lead Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each typeof source for general news and information Please use a nine- point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” 9-point scale; top 4 box, trust, question asked of half of the sample. TRU_INS. Below is a list ofinstitutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trustthem a great deal.” 9-point scale; top 4 box, trust. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements 9-point scale; top 4 box, agree, question asked ofhalf of the sample. General population, 8-market average.2018 Trust Barometer 242527 2830 52 6263 U .K . Fr an ce G er m an y Ja pa n U .S . B ra zi l C hi na In di a llllllll -2-1-4+1-11-3+4-6 Information platformsnot trusted say that CEOs should takethe lead on change ratherthan waiting for governmentto impose it 64% Business more trustedthan government Business expected totake initiative on change Percent trust in social mediaGap in trust, business vs. government Change, 2017 to 2018 +0 Government %Trust1833333637704384 Br az il U .S .Fr an ce U .K . Ja pa n In di a G er m an y C hi na******** 39 1510 7541 -10 Gap 。。。。。。