THE EDELMAN BRAND TRUST SCORE AND HOW IT IS CALCULATED The Edelman Brand Trust Score is measured with one simple KPI that can be applied universally to all brands in all EDELMAN BRAND TRUST SCORE industries and enriched by norms and benchmarks: “I trust this High Trusters - Distrusters BRAND a great deal.” 47 It is a dynamic representation of a brand’s Trust Capital, built from identifying high trusters, neutrals, and distrusters for a brand and its competitive set. DK: DISTRUSTERS NEUTRALS HIGH TRUSTERS 4% 12% 24% 59% The Edelman Brand Trust Score is calculated by subtracting 19% 21% “distrusters” from “high trusters,” and ranges from -100 to 100. 19% It can be benchmarked compared to your competitive set, 11% 13% and tracked over time. It is applicable across all consumer segments, demographics 3% 2% 3% 4% and psychographics. 1 2 3 4 5 6 7 8 9 Not at all I trust this brand A great deal 38