The internationalization of markets requires a global orientation of brand strategies. A key prerequisite for sustainable success in market penetration is gaining brand trust among consumers. In a global context, it seems essential to take cultural differences of consumers into account in the marketing strategy. Sabrina Hegner develops a research model whose empirical analysis shows how brand trust can be measured across countries, what factors influence this brand trust, and to what extent significant cultural and development-economic differences regarding brand trust exist in the countries of Germany, India, and South Africa.