Purpose: The purpose of this thesis is to investigate the declining direction that brand trusthas taken, throughout the past years in the Swedish market. Analyzing the present situation tobe able to build a picture of future solutions that brands could use in trying to build trust. By investigating the cause and then through these defined methods and tools be able to break this trend.

Method: With a qualitative method consisting of semi-structured interviews with 7 communication- and marketing agencies within in southern part of Sweden. With the aim of getting an expert view of the problem´s past and present, to be able to build an assumption about the future of brand trust in this market.

Theory: A theoretical framework consisting on the definition of brand trust, with a description of the micro- and macro perspectives. With theories about factors behind brand trust and also the markets mistrust of such. Some of which, authenticity, communication, satisfaction and customer loyalty arise as needed to build and uphold trust. These factors are described with the help of models, developed for this paper´s comprehension.

Conclusion: The result has indicated that the decline is due to digitization, expectations/satisfaction and confusion for the consumer. Moreover, the result in the long termperspective is to build authenticity and genuineness, choose the right target groups, communicate the right expectations, dare to participate in public topics and build the brand with a purpose. Blockchain has also been located as a possible future solution.