BMC-04 · Brand model · WCRC Brand & Marketing Codex
Trust Equity Model
How much trust do we hold, and how much stress can it absorb?
What it is
Treats trust as a balance the brand builds and spends. It measures the stock of trust, the lead over rivals and how well the brand recovers from failure.
Built on the WCRC 50-parameter model · parameters used
- P2.1Composite trust
- P2.7Service recovery
- P2.10Competitive trust differential
- P4.10Crisis resilience
Components
- Trust stock
- Trust lead over rivals
- Recovery strength
- Crisis buffer
How it is scored
Trust Equity = 0.4·stock + 0.25·lead + 0.2·recovery + 0.15·crisis buffer. Graded A to D for crisis readiness.
Where and when to apply
- Before a price increase or a product recall
- After a product or service crisis
- Entering a category where trust decides the purchase (finance, food, health)
Simulation · what-if
If composite trust rises 5 points, Trust Equity rises 2.0 (40% weight). If service recovery falls 10 points after a complaint spike, Trust Equity drops 2.0 and the crisis-readiness grade can slip a level.
Indicative, all else unchanged. Your actual reading comes from a WCRC assessment.
What the client gets
Trust balance sheet and a crisis-readiness grade
Taught at WCRC School of Business
Company Directorship certificate · Brand & Marketing Strategy certificate
India lens
Add heritage and Indian-origin trust as named sources; track trust shocks from quality or pricing controversies.
Measured in
WCRC Brand & Marketing Codex · Consulting
Put the Trust Equity Model to work on your brand
WCRC runs the model on your own brand, benchmarked against five named competitors, from one primary assessment on the 50-parameter MegaBrands framework. You get the reading, the gaps and a plan your team can act on.
Or write to consulting@wcrcint.com