Cutting brand spend in downturns hurts market share | WARC | The Feed
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Cutting brand spend in downturns hurts market share
Reducing brand spend in tough economic times usually leads to market share declines that are expensive to reverse, according to research from global consulting firm Boston Consulting Group (BCG).
Why it matters
Decreasing brand spend in times of uncertainty is a common tactic, but such actions can damage a brand in the long term and will require an expensive recovery plan. Continued investment, by contrast, usually promotes future growth.
Market share declines
- BCG’s study drew on various sources, including data on 150 brands covering 15 industries, as well as surveys of 10,000 consumers and 100 marketers.
- It found that companies...
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