How brand equity metrics drive brand strategy

David Haigh

This article argues that in a recession branding, and brand management, become more important, not less; recession provided opportunity for those companies which understand this.

How brand equity metrics drive brand strategy

David Haigh

On Friday 2 April 1993, Philip Morris cut the price of Marlboro cigarettes by 20%, to compete with generic cigarette manufacturers selling budget and supermarket own-label brands at low prices. The...

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