One well-established way to measure the trust, reliability, and uncertainty of a company’s offerings is to consider the company’s brand equity. Incumbents might enjoy a higher brand perception than a newly formed startup does. On the other hand, smaller brands sometimes enjoy an advantage over larger ones. When urban millennials in the United States shop for packaged food in established grocery stores, they have started to favor relatively unknown, upstart brands rather than major, well-established ones.20
