The building of trust plays a pivotal role in any brand marketing strategy. It is a key element that is undeniably connected with the success of a product or a service. It is what makes a product stand out in the eyes of the consumers. When we talk about trust, we specifically refer to consumer confidence. There are plenty of ways to inspire, maintain and regain consumer confidence. Despite the numerous theories addressing it, the fact of the matter is that the practice of developing consumer confidence is anything but easy.