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Gareth Folwell

Lucozade

Assistant Brand Manager for Lucozade Sport. Ask Gareth about consumer behaviour, branding and working in a sporting environment.

Assistant Brand Manager for Lucozade Sport

Not only in Gareth is a huge sports fan (particularly football – he’s been a Manchester United fan since he can remember!) but he is also driven by consumer behaviour; what drives consumers to behave in certain ways and what ultimately leads them to purchasing decisions.

One specific area of this is symbolic branding and how consumers purchase brands to construct their self-identity.

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