Marketing Currents - Business and Marketing Current Events

You might be wearing America’s most trusted brand right now


American adults’ top-trusted brand for 2023 might be an unlikely one, but it’s managed to stick around: Band-Aid.

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Discussion Questions:

  1. What is a brand?
  2. What is brand trust?
  3. What is brand loyalty?
  4. Why is brand trust important to companies?
  5. Do you think brand trust can lead to brand loyalty? Why or why not?
  6. What factors might influence brand trust?
  7. According to this story, which is the most trusted brand in America right now?
  8. What do you think they have done to build trust with U.S. consumers?
  9. What is market segmentation?
  10. What are the different ways you can segment a market?
  11. Who is Gen Z?
  12. According to this story, Gen Z has more trust issues than older generations. Why might that be important to some marketing professionals?
  13. Aside from the most-trusted brand, what other brands scored well in the Most Trusted Brands report from Morning Consult?
  14. What might those brands have in common?
  15. One brand is trusted significantly less by Gen Z than older adults. Why might that be?
  16. 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?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.