What we know about brand trust

Explores the value of brand trust to companies as it grows in importance due to greater use of consumer data.

Brand trust is one of the most valuable intangible assets in business. But in the commercial environment trust can be elusive and brands must work to build and maintain it. To do this brands must be reliable, responsible and deliver on their promises. They must also select the right media channels and encourage public trust in the advertising industry. Factors such as use (or indeed, misuse) of consumer data mean trust will grow in importance for brands and consumers.

Definition

Brand trust reflects a consumer's expectation that a brand's product, service, or more broadly, corporate behaviour, reflects the promises the...

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