Brand trust is increasingly important as brands have to engage consumers at their level. But where does brand trust figure into eSports and how exactly can it be measured? Enter the Brand Trust Index ®, which can help in identifying a brand’s strengths and weaknesses. Ayzenberg's Jeremy Simon will explain why trust matters, and how the Brand Trust Index ® is a critical tool for forward-thinking marketers.

1. CREATING
AND SHARINGBRAND STORIES.

3. TRUST MATTERS

5. “The general population’s trust in all four key
institutions—business, government, NGOs and
media—has declined broadly.”– Edelman Trust Barometer

6. “Wall Street will soon be evaluating companies
by a new standard: how much the public trusts
them.”– CNBC/Forrester

7. Brand Trust Index™

8. TRUST
1. assured reliance on the
character, ability, strength, or truth
of someone or something
2. one in which confidence is
placed

9. TRUST
LOYALTY
EMOTIONAL APPEAL

10. Credibility
Competence
Innovativeness
Similarity
TRUST

11. EMOTIONAL
APPEAL
Idealism
Aspiration
Vision
Gratitude
Quality
Excitement
Engagement

12. LOYALTY
Personality
Reciprocity
Values
Competitiveness
Stubbornness

13. Credibility
Competence
Innovativeness
Similarity
TRUST LOYALTY
Idealism
Aspiration
Vision
Gratitude
Quality
Excitement
Engagement
Personality
Reciprocity
Values
Competitiveness
Stubbornness
EMOTIONAL
APPEAL

14. Risk tolerance
Positive emotionality
Level of perceived power
Gullibility, naivety and over-optimism
Secure attachment
Self-confidence
Emotional intelligence
Accounting for
Personal
Characteristics

15. CREDIBILITY
COMPETENCE
INNOVATIVENESS
SIMILARITY
TRUST
PERSONALITY
RECIPROCITY
VALUES
COMPETITIVENESS
STUBBORNNESS
LOYALTY
IDEALISM
ASPIRATION
VISION
GRATITUDE
QUALITY
EXCITEMENT
ENGAGEMENT
EMOTIONAL
APPEAL

16. “We've come very far and the future is bright,
with hundreds of millions of unique viewers
worldwide, but for many brands and
organizations eSports are still new, unknown
and thus risky.”– Wouter Sleijffers, Fnatic

17. THANK YOU
jeremys@ayzenberg.com