Let the world see leading brands, and truly trust them.
CGBB sets the standards for how trust is assessed and rated in corporate and business settings. Companies, universities, media and independent experts build those standards together, on a rigorous academic foundation.
Strong products, technology and operations do not automatically shape how a company is seen.
Being known is the start of the work. Being trusted, and being able to show it, is the goal.
Selling into a market and becoming a trusted part of it call for different capabilities.
Global Brand Credibility Index
A standard for assessing how far a brand is trusted, built on seven dimensions of credibility.
- 01Consumer perception
- 02Public reputation and media
- 03Employer brand
- 04Partner relationships
- 05Regulation and social responsibility
- 06Crisis and risk management
- 07The effect of AI on credibility
From diagnosis to certification.
Three steps, each more rigorous than the last, all built on the seven dimensions of the Global Brand Credibility Index.
An automated first read on your brand’s credibility. Enter your company and answer a short questionnaire to receive an indicative score across the seven dimensions, with suggested next steps. Indicative only: it certifies nothing.
An in-depth assessment based on evidence your company submits. Every analysis is checked by a CGBB reviewer before results are issued.
Certification signed off by the CGBB panel. Certified companies carry the CGBB badge, renew annually and become eligible for the 2027 ranking.
About the CGBB
What is the Council for Global Brand Building (CGBB)?
The Council for Global Brand Building (CGBB) is an open, non-profit council that sets standards for how trust is assessed and rated in corporate and business settings. It was initiated by iMpact and launched in Geneva in September 2026, during the WTO Public Forum. Its Chinese name is 全球化品牌信任促進會 (品信會).
What is the Global Brand Credibility Index?
The Global Brand Credibility Index is the CGBB standard for assessing how far a brand is trusted. It evaluates credibility across seven dimensions, covering customers, the public, employees, business partners, regulators, crisis readiness and artificial intelligence.
What are the seven dimensions of the Index?
- Consumer perception
- How customers view a brand’s quality, reliability and value, and whether they believe its promises.
- Public reputation and media
- How a brand is portrayed in news coverage and public conversation, and how consistent that picture is.
- Employer brand
- How current and prospective employees see the company as a place to work.
- Partner relationships
- The confidence that suppliers, distributors and other business partners place in the company.
- Regulation and social responsibility
- A company’s record of compliance and its contribution to the communities and environment it operates in.
- Crisis and risk management
- How well a company anticipates, responds to and recovers from events that test trust.
- The effect of AI on credibility
- How AI systems represent a brand, and how the company’s own use of AI affects trust in it.
When will the whitepaper and the ranking be published?
CGBB plans to publish its first whitepaper, setting out the academic foundations for assessing trust, later in 2026. The first ranking, which will rate leading brands against the standard, is planned for 2027.
Who can join CGBB, and what does membership cost?
Membership is open to companies, to institutions such as universities, research institutes, media and industry bodies, and to individual experts in brand, communications and trust. Membership is currently complimentary. You can apply through the membership application form.
How can I contact CGBB?
Email secretariat@cgbb.org.
Founding institution & strategic partner
iMpact initiated the Council and launched it in Geneva in 2026.
Visit website →China Business Network’s global financial media platform.
Visit website →Leadership & Expert Committee
Books and research
Work by the Council and its founding members on how trust is built, assessed and kept.
A practical guide to how Chinese companies earn and keep the trust of governments, partners, customers and staff in overseas markets, drawing on real cases from more than 20 years in China.
About the book →The academic foundations for assessing and rating trust in business. To be released in Hong Kong in November 2026.
- Journal article · 2026From path dependence to path creation: How China's incumbent power generators navigate the energy transition?
How China's established power generators move away from old paths and build new ones as the energy system shifts. Energy Research & Social Science, with Sixuan Liu and Jing Wu.
- Book · 2024《工厂数字化：业务驱动下的转型策略与实操》
Factory Digitalization: Business-Driven Transformation Strategy and Practice. With Bin Jin and Xuefeng Lu. Posts & Telecom Press.
- Journal article · 2025Aligning risk and value creation: a process model of supply chain risk management in geopolitical disruptions
How small and medium-sized multinationals manage supply chain risk, and still create value, through shocks such as the US–China trade war. International Journal of Operations & Production Management, with J. Zheng, N. Islam, J. Zhang, A. Behl and T. Papadopoulos.
Latest from the Council
A new council to set standards for assessing and rating trust in business.
Yicai covers the Council’s launch at the WTO Public Forum in Geneva and its first project, a credibility index built with academic, media and corporate partners.
The Council welcomes its growing community and opens corporate, institutional and individual expert membership.
Membership is open.
Help shape how trust is defined, assessed and rated, and bring what you see in your own market.
Membership is currently complimentary.
Apply for membershipUpcoming events
The Council presents its first whitepaper, setting out the academic foundations for assessing and rating trust in business. Date, venue and registration details will follow.
A CGBB discussion panel at Global Connect Show in Las Vegas, held alongside CES on 5 January 2027.
Event details →Themed “Global Finance, China Coordinates”. The main conference opens at 14:00 with Yicai Global’s new-decade strategy, ecosystem partner announcements and a roundtable on Chinese companies going global. The evening Silk Road salon from 18:00 is by invitation only.
A series of events for Chinese companies expanding overseas.
- Nov 2026 · Hong KongFamily succession and the “good” economy in the Greater Bay Area
- Nov 2026 · ShenzhenAPEC agenda: Chinese supply chains going global in a new cycle
- Nov 2026 · Abu DhabiThe new Middle East: paths to high-quality expansion
- Dec 2026 · LondonChina–UK innovation in quantum technology and Physical AI
- Dec 2026 · DubaiGCSX session at GITEX GLOBAL
- Dec 2026 · ShanghaiNew Silk Road: Central Asian industrial cooperation and going global digitally
- Dec 2026 · ShanghaiBeyond Hong Kong: new routes for tech companies going global
The Council for Global Brand Building was launched in Geneva during the WTO Public Forum, together with its first project: a credibility index for brands going global.
Event details →