American adults’ top-trusted brand for 2023 might be an unlikely one, but it’s managed to stick around: Band-Aid.
Click here to read the story at fastcompany.com.
Discussion Questions:
- What is a brand?
- What is brand trust?
- What is brand loyalty?
- Why is brand trust important to companies?
- Do you think brand trust can lead to brand loyalty? Why or why not?
- What factors might influence brand trust?
- According to this story, which is the most trusted brand in America right now?
- What do you think they have done to build trust with U.S. consumers?
- What is market segmentation?
- What are the different ways you can segment a market?
- Who is Gen Z?
- According to this story, Gen Z has more trust issues than older generations. Why might that be important to some marketing professionals?
- Aside from the most-trusted brand, what other brands scored well in the Most Trusted Brands report from Morning Consult?
- What might those brands have in common?
- One brand is trusted significantly less by Gen Z than older adults. Why might that be?
- Do you think that matters to the brand? Why or why not? If so, how might they adjust a marketing strategy to address lower levels of trust with Gen Z consumers?