What to review
Ask who was surveyed, what they were asked to trust and whether the evidence describes current customers or a wider audience.
A practical example
A customer may trust a product's durability while finding the company's service unreliable. An undifferentiated trust claim can hide that distinction.
Keep the claim in scope
Avoid inventing trust scores or treating company promises as evidence of customer beliefs.
Research and editorial context
Brand measures answer different customer and business questions. Keep the brand, market and period visible when interpreting a result. These notes provide analytical distinctions; they do not announce a new brand ranking, monetary valuation or verified customer score.
Examples illustrate a decision and do not describe a named organisation's conduct. This is a reference note, not a new research finding or an award outcome.
Read the relevant WCRC material
These links provide WCRC context. Individual properties retain their own eligibility, evidence requirements and limitations.