Brand strategies for an economic downturn

This article reviews evidence from Y&R's BrandAsset Valuator on what happens to brands in a downturn, and draws lessons on how marketers can recession-proof their brands.

Brand strategies for an economic downturn

Julie Bazinet, Steve Saxty and Belle Frank

In financial markets as in marketing, perception is often reality. Today, while all economists may not agree that we are officially in a recession, consumers are increasingly pessimistic about the state of the economy and are behaving as though we are in one. As the cost of oil and food continues to climb, and property values continue to plunge, consumers are looking for ways to save and also maximise value when they do spend. For marketers, dropping prices is always an option, but...

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