Gartner Research

How to Manage New Trust Issues for Brands in Digital Business

Published: 24 May 2017

ID: G00329054

Analyst(s): Monica Zlotogorski , Jessica Ekholm , Felix Gaehtgens

Summary

Technology brands' trust is impacted by digitization — including the growth of social media, mobile and Internet of Things — and the shift toward digital products and services. Technology product marketing leaders must understand and manage trust in digital business to avoid damage to their brands.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Establish an Adaptive Proactive Brand Management Framework
    • Examples of Proactive Adaptive Behavior
  • Establish a Reactive Brand Management Framework
    • Examples of Effective Reactive Measures to Tackle a Trust Crisis
  • Organize the Digital Business for Digital Trust

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