Guest lecture

Question 1

Three main consumer drivers fro brands:

Answer 1

1) Risk minimisation: Buying a stand brand feels safer and more reliable
2) Information efficiency: Strong brands safe time and mental effort when making choices
3) Personal fulfilment: Brands help consumers express identity and lifestyle

Question 2

Primary risk for a company that ignores emerging consumer trends:

Answer 2

=> Loss of brand popularity due to value misalignment

Question 3

Love brands

Answer 3

A Love Brand is more than just a strong brand—it is a brand that people are emotionally attached to and remain loyal to for life, even forgiving:
- Mistakes
- Price increases
- Scandals

=> Consumers don’t compare it with alternatives; instead, they voluntarily serve as brand ambassadors

Question 4

Staircase model:

Answer 4

Four dimensions are used to assess a company’s internal brand and workplace healthcare:
1) Applicant
2) Employee
3) Department
4) Organisation
=> This model feeds into the capture health score, which offers a diagnostic of a company’s “internal brand health”