Brand Brand trust is now an essential buying consideration for most consumers. But most brands don't have it. “The survey of 16,000 people in eight countries reveals that brand trust (81 percent) is a deal breaker or a deciding factor when they’re considering a purchase, trailing only quality (85 percent), convenience (84 percent), value (84 percent) and ingredients (82 percent).” But, ouch. “Despite its importance, brands are currently failing the trust test.” Press Release: Only One-Third Of Consumers Trust Most Of The Brands They Buy