Publications · Brand Trust Baseline

One standard for measuring brand trust

Built from CGBB research and collaborative industry analysis: five sections, 15 indicators and one score out of 100. Fixed rules mean the same evidence always gives the same result, so brands can be compared fairly, year after year.

For your own brandBecome a member →Free membership includes the Baseline self-test.Checking another companyVerify a brand →See its live CGBB record before you buy or partner.

Five sections, 15 indicators

Each indicator is rated 0–5, or ND when there is not enough information. Nothing is guessed.

AIdentifiability and consistency

Who are you, can outsiders confirm it, and do the sources match?

  1. A1Verifiable legal entity
  2. A2Clear management and responsibility information
  3. A3Consistent, current information across channels

BReviews and delivery record

What records have real customers and partners left?

  1. B1Customer feedback
  2. B2Partner delivery and cooperation record
  3. B3Other real external experience

CCompliance and governance

Are the rules met, and are there material risks?

  1. C1Market access and required licences
  2. C2Compliance and governance foundations
  3. C3Legal, regulatory and governance record

DTransparency and response

When answers are needed, how does the company explain and act?

  1. D1Necessary disclosure
  2. D2Complaint and dispute response
  3. D3Remediation and follow-up

EResponsibility and localisation

What local, long-term record has the company built?

  1. E1Verifiable responsibility practice
  2. E2Local hiring and partnerships
  3. E3Community and long-term local relationships

How the score works

1Evidence

4–8 checks per indicator. “Not sure” counts as no evidence.

2Indicators 0–5

Rated from the checks met. A maturity level never exceeds the evidence.

3Sections 0–5

The average of their indicators. Weak key indicators cap the section.

4Score 0–100

20 × the average of the five sections.

0–19Trust foundations lacking
20–39Trust at an early stage
40–59Trust developing
60–79Trust established
80–100Trust well established

Not enough information if section A or C cannot be rated, fewer than four sections are rated, or coverage is under 60%. Suspended if a major risk affects the right to operate.

Built-in safeguards

Risks are not averaged away

  • Unresolved major risk: score capped at 59
  • A1 or C1 at 0–1: capped at 59
  • Section A or C at 0–1: capped at 39

Evidence support

  • High: 80%+ coverage, half independently verified
  • Medium: 60%+ coverage
  • Low: 40%+ coverage

Stable by design

  • Fixed, versioned rules (baseline-2026.11)
  • Identical answers, identical result
  • Website scan and AI answers never lower a score

From self-test to ranking

Baseline self-testFree for membersTrust ReviewAdvanced membership: CGBB checks the evidenceVerified Trusted80%+, medium evidence, no major riskRankingPreliminary ranking from 2027

Built from CGBB research and collaborative industry analysis with members, academics and media partners. CGBB’s research publications set out the definitions and full checklists.