Hard times for retailers: how strong brands can help

Retailers in tough markets must cultivate their brands. This paper argues that the level of bonding between customers and a retailer's brand is a greater driver of long-term sales than advertising campaigns.

Hard times for retailers: how strong brands can help

 Peter Walshe, Millward Brown

  Gloom is beginning to pervade retail commentators on both sides of the Atlantic .

The dreaded ‘R’ word - recession - hovers over retail brands like the sword of Damocles,...

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