How to create both anonymity privacy and still achieve address reputation for merchants In what way can a merchant create a payment address that will gain reputation of trust (this address or some information connecting with the payment request will gain reputation over time and will be known as connected to the merchant ) but still maintain the privacy of the customers sending bitcoin to as if it acted as a new address each payment request ? 

Could it be achieved with HD wallet mechanism and how ?

Could it be achieved at all ?
Stealth Address is the answer.

Adapted from CryptoNote technology by Peter Todd (I think), Stealth Address basically is a form of Diffie-Hellman key exchange that allows sender to create a one-time key pair that only receiver can derive the private key. Thus Stealth Address allows merchant to public their well-known address while prevent any payments to be link to that address.