The Trust Paradox and Trust Corollary
Brands that last – their journey is one looked upon with great veneration and admiration. Every day a new brand takes birth, but only a few endure the test of time. These brands are the names that have persisted through the sketchy terrain of trust, and managed to etch themselves into the very psyches of the consumer. This is what brands exist for – to last forever. Several research studies have been conducted around the world with an aim to decode the complexities of brands that survive the length of time. With trust as the basis of every relationship, and the crux of all social engagement, it is inevitable that brands that last also garner a strong trust factor. Trust, which is a consequence of the intricate combination of several components, is not so easily understood. Yet, it can be learned over time, and like a well-trained athlete, brands can make the right moves without much reflection. To measure Trust, we must know and measure its primary ingredients, aspects that ...