A Brand Is Based on Accumulated Trust
A loyal customer base is formed over a brand’s entire lifetime – from its creation all the way to yesterday night. The basic prerequisite, however, is that customer expectations are consistently met, which serves to continually uphold confidence in the brand. The longer that this occurs, and the more reliable it is, the more trust customers will inherently place in the brand’s performance. But what happens when a brand – whether intentionally or accidentally – betrays customer trust? What are the possible consequences?