Building brand equity in a downturn | WARC | The Feed
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Building brand equity in a downturn
In the current challenging economic climate, marketers need to learn to fight their corner more effectively to avoid cuts and to retain the marketing spend that is necessary to maintain and build brand equity; Simon Gregory, Joint Chief Strategy Officer at BBH London offers some suggestions.
Why brand equity matters
In the short-term, positive brand equity drives sales, decreases price sensitivity, increases profit-margin per customer, builds loyalty, and develops market share. In the long-term, positive brand equity increases brand value – an intangible asset, contributing to the overall value of a company.
In both cases, marketing is a key driver...
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