Integrity leads to trust.

If a brand has built itself very well in the eyes of her customer that is a very strong bond because it will lead to trust which is what most brand that has retained their customer base have done.

In this era of low quality products, fake products have gone all over the place because of high cost of production and you see products that are very substandard in the market. Some try to make fake products of original products to pull it down but in this case, rebranding is what most trusted products do when they realized fake products of them in the market.