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
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 membership