What Is Brand Trust — And Why It Matters More Than Ever
What is Brand Trust?
At Lifestory Research, we spend every day exploring how people form opinions about the brands they encounter. One of the most powerful forces shaping those opinions is brand trust.
But what exactly is brand trust? And why does it play such a vital role in how people make decisions about where to live, what to buy, or whom to rely on?
In this article, we break down the academic foundations of brand trust in simple terms—what it is, how it’s been studied, and why it’s critical in today’s fast-changing consumer landscape.
What Is Brand Trust?
In everyday life, trust is what allows us to depend on others—even in uncertain situations. The same applies to brands.
Brand trust is the confidence a consumer has that a brand will do what it promises. It’s the belief that a product will work, a service will follow through, and a company will act in your best interest—even when things go wrong.
Researchers define brand trust as a mix of two key ideas:
Reliability: Is the brand competent? Can I count on it to deliver quality, time after time?
Intentions: Does the brand care about me as a customer? Will it do the right thing?
When both of these are present, brand trust takes root.
The Roots of Trust: How Researchers Understand It
Academic studies dating back decades help us understand where trust comes from and how it works in branding. One of the most influential theories is known as the Commitment-Trust Theory of Relationship Marketing, developed by Morgan & Hunt in 1994.
This theory says that for any lasting relationship—whether between people or between a person and a brand—trust and commitment must both be present. If a customer trusts a brand and feels committed to it, they’re more likely to:
Stick with the brand over time
Recommend it to others
Forgive mistakes or delays
Try new offerings from the brand
Another important insight from researchers is that trust has both rational and emotional sides.
The rational side (called cognitive trust) comes from practical experiences: the product worked, the return policy was easy, the customer service was helpful.
The emotional side (called affective trust) grows when people feel cared for. It might come from friendly marketing, ethical behavior, or shared values.
Most of us don’t think about these things consciously. But together, they help explain why some brands earn our loyalty—while others lose it.
Why Brand Trust Matters Now
In a world full of choices, trust acts like a filter. It helps people cut through the noise and stick with the brands they believe in.
It’s also increasingly tied to values. Research shows that today’s consumers are more likely to trust brands that demonstrate:
Transparency in how they do business
Responsibility toward the community and the environment
Consistency across every customer touchpoint
That’s why, at Lifestory Research, we track not just who sells the most or advertises the loudest—but who earns the deepest trust.
How We Measure It at Lifestory Research
Our America’s Most Trusted® studies are built on these very principles. We ask thousands of people across the country which brands they know, and which ones they trust—then calculate a Net Trust Quotient Score that reflects the depth of that trust.
It’s not about brand popularity. It’s about real perceptions formed by real people, based on what they’ve seen, heard, and experienced.
The Takeaway
Brand trust isn’t just a buzzword. It’s a core part of how people make decisions—especially in high-stakes categories like housing, home services, and large purchases.
Understanding what drives trust can help companies earn it—and keep it. For consumers, brand trust offers peace of mind in a crowded, complex marketplace.
And at Lifestory Research, we believe trust is something that should be earned—not assumed.
Want to see which brands earned America’s trust this year?
Visit our America’s Most Trusted® rankings to explore the latest results.