BRAND TRUST MATTERS MORE THAN LOVE Percent who rate each as critical or important when deciding which brands to buy or use Total Critical deal importance breaker It offers a good value for the money 89 36 It offers the best quality 89 33 I trust it 88 32 It offers high quality customer service 85 28 It is convenient to find, buy and use 85 26 It has a good reputation 84 26 I love it 81 26 2021 Edelman Trust Barometer Special Report: Trust, The New Brand Equity. TRUST_IMP. When it comes to brands in general that you will or will not buy or use, categorize each of the following attributes based on whether it is a critical deal breaker, important to have, or merely a nice to have. 3-point scale; code 1, deal breaker; code 2, important. General population, 14-mkt avg. Data on the left 7 is a sum of codes 1 and 2.