Avoiding the discount spiral of doom: How to maintain brand equity

Pricing is a very complex and delicate part of the brand growth equation, especially in an economic downturn. Making the wrong move can damage the revenue or market share.

The cost-of-living crisis is a reality for us all; whether it be manifested in real-term wage stagnation, the price of your morning coffee, or the availability of… butter. Consumers are evolving their behaviours as a result, with a focus on the pennies in their pocket.

Brands are no different. In response to the current cost-of-living zeitgeist, many are adopting a communications or pricing strategy which attempts to demonstrate brand value at the bottom of the funnel – the retail price. There is, however, an inherent tension in brands taking such a short-termist view and shifting their behaviours to mirror that...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands