Familiarity with the brand requires some experience of it (via advertising, word of mouth, internet publicity), Confidence comes with the perception of competence in the brand itself (which is why new brands really need to work hard for people to experience them first) and Trustworthiness refers to the sense of whether the brand is going to live up to its promise of reliability for the price paid.
David Amerland, The Tribe That Discovered Trust: How Trust Is Created Lost and Regained in Commercial Interactions
brand, branding, trust, trustworthy