Can Sales Promotion Help Build Brands?

This is an introduction to five articles on sales promotion and the question is asked 'Can sales promotions help build brands?' Most marketers see sales promotions in terms of price cuts and short term sales.

Sales Promotion

Can Sales Promotion Help Build Brands?

Say sales promotion to most marketers and they think price. Price cuts, coupons, BOGOFs and the like. These are part of the armoury of most fmcg brands (at least), and arguably account for the great...