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


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



  • 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

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.