The author argues for the importance of brand valuation. Brands with high values or strengths are proved to be the best survivors in recession: they not only generate higher sales and price retention, but also enable companies to negotiate better terms with suppliers and retain good employees; thus they command higher share prices.
Firms that build brand value will be recession survivors
Joanna Seddon
A Change is occurring in attitudes towards branding and marketing. The traditional view – that brands are about logos and packaging, and only meaningful for consumer products' businesses...
