THE DIMENSIONS OF BRAND TRUST AND HOW THEY ARE SCORED In managing your brand trust, there are five key dimensions that help interpret the score, diagnose strengths and weaknesses, and provide a comprehensive and actionable roadmap to build and protect trust. Each dimension score is the percentage of respondents who highly agree that the brand is living up to at least one of the two statements shown below for each. Ability: Functional trust. Is your brand good at what it does? Is it competent? brand Dependability: Transactional trust. trust Does the brand keep its promises? Is it reliable? score Integrity: Moral and ethical trust. Is the brand honest? Is it ethical for customers? Purpose: Societal and environmental trust. Is your brand trying to have a positive impact on society overall? Does it champion beliefs that matter to people? Self: Personal trust. Is it relevant to the audience? Does it resonate emotionally? 39