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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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7. Rule #5: Rebuild Brand Trust

A powerful brand is more than a trademark. A powerful brand is a trustmark. Trust is an important prerequisite for building long-term brand loyalty. Trustworthiness is a key component of brand power. Without trust, there can be no brand loyalty.

When you trust a brand, you become committed to it. Trust is the most important prerequisite for building long-term brand loyalty. Trust facilitates persuasion. Trust facilitates the acceptance of new information. Trust is a relationship criterion more than a transaction criterion.

How do we define trust? Trust is “a generalized expectancy held by an individual or group that the word, promise, verbal or written statement of another individual or group can be relied ...

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