I've been reading up on credibility, and there's some great information out there about establishing credibility to your name (such as publishing articles or doing lectures etc.) but for the life of me i can't figure out how you give credibility to a brand name.
I mean let's take Rosetta stone, the language learning software. It's dominant in it's market and as far as i can tell, they don't have a language professor behind them, yet they charge hundreds of dollars for their product and people will gladly pay.
How do companies like Rosetta stone appear credible without having that personal element?