Trust cannot be bought. It cannot be manufactured by advertising, created by a PR campaign or awarded by a jury in a boardroom. Trust is earned - every day, through every customer experience. That simple belief gave birth to Oman's Most Trusted Brand Awards (OMTB) in 2016.

Established by Apex Media, publishers of Muscat Daily, OMTB set out to do something different - to measure brand trust not by what companies say about themselves, but by what consumers in Oman say about them. And so, began a conversation between the sultanate and the brands that serve it.

Every year, consumers are invited to have their say. They choose the brands they believe have earned their confidence through quality, consistency, service, value, innovation and the ability to deliver on their promises. The result is not a panel's opinion or an advertiser's claim. It is the voice of the consumer.

What began in 2016 as a bold new idea has today grown into one of Oman's most established consumer-voted brand recognition platforms. And the scale of that journey tells its own story.