良好的企業形象有助於消費者信賴品牌。當企業發生危機時，企業最需要的是消費者願意傾聽企業主所提供的回覆。當信任建立後，正面的企業形象有助於消費者給企業空間進行解釋，甚至更進一步相信企業所談論的事情。企業正常營運時，良好的企業形象有助於消費者相信企業所傳遞的訊息，並有更高的機率回應企業所傳遞的訊息。在商業社會中，信賴對於品牌的廣告與產品/服務的使用影響無遠弗屆。即便品牌的廣告成功觸及到許多消費者，並讓消費者將廣告與品牌連結，但企業的本質形象有缺陷，消費者即使記得廣告也不見得會有所回應。而良好產品/服務的使用經驗也能夠幫助消費者建立對企業的信賴感。A positive corporate image can help establish consumer trust toward the brand. When a corporate encounter any crisis or issue, what is required the most would be consumer offering the time and space for corporate to provide feedback or reaction towards the issues or crisis. Consumers would in general more intended to listen to the explanation and believe what they trying to convey. When a corporate operates properly, a good reputation would enable consumers believe the messages a corporate is trying to deliver and have more chance to react to the messages. In the business society, trust has tremendous impact upon the brand advertisements, products and services. A copy with strong cut through that enables consumers to link the copy to the brand does not directly link to good impact. If the corporate image itself has its flaw, those who seen and remember the copy would not necessarily respond to the copy. We believe a good product or service experience would also enable consumers to build brand trust.