ABSTRACT

Having positive credentials can make one brand better trusted in view of another. When we have a leaky pipe in our home, of course we want to have a plumber who is competent to perform the job or we may be dealing with an inadequate repair. An inadequate repair can include future leaks, fire damage when soldering, sloppy workmanship, and/or damage to the home. Thus, before anyone calls a plumber, a trusted professional with some form of credentials is desired. This allows for peace of mind that the job will be completed to the highest levels of satisfaction. The same holds true for brands. If you want a vast number of people to open their wallets and purchase your products, your brand needs to be the trusted source. Having one or more sets of credentials can motivate customers to purchase your products over your competitor’s products.