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Trustworthy Brand Value

Today, there is a new customer-perceived brand value equation that we’ll call Trustworthy Brand Value. Trust is an important factor in this equation. For the customer, what you get (functional, emotional, and social benefits) for what you pay (the costs to the customer in terms of money, time, and effort) creates brand value. Trust acts as a multiplier when consumers take mental assessments of a brand’s worth. Without trust, brands have little value. This is the new value equation. Understanding its drivers will be one of the greatest opportunities for brands. Trustworthy Brand Value needs to become embedded within the organization and its brands. It needs to be part of the daily brand discussion. Are we increasing or decreasing our brand’s Trustworthy Brand Value? Can we measure it? What must we do, continue to do, or stop doing to increase Trustworthy Brand Value? One of the goals we have for our new approach to global marketing is to ensure that it creates, nurtures, builds, and grows Trustworthy Brand Value.

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