Understanding consumer mistrust : Why is trust declining and what can marketers do about it?

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – More than $200 billion has been spent on advertising and promotion in the USA each year for most of the past decade. The amount of resources invested in building brands probably exceeds the economies of many countries. The rationale for such spending is obvious. The appeal of the brand cues and symbols, such as that of McDonalds, Coke and IBM, reflect the power that a well developed brand can have in cultivating or defending its market position. Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.