Role of Trust: Brand Equity

Brand Equity is a widely accepted concept, but it does not lend itself to a single definition. Researchers have defined it differently. Brand equity is of paramount importance due to the central and critical role that it plays in maximizing the valuation of the firm. The purpose of this research paper is to explore the different perspectives on brand equity and present a strong case for including trust as one of the components of brand equity. The analysis of trust and its importance in the development of brand equity cannot be understated, given the fact that trust is viewed as the cornerstone, as well as one of the most desirable qualities in any relationship.