Managing Value in a Downturn: Branding in a Recession
- Topics:
- Brand Management
- Tags:
- Asset,
- Operational Planning,
- Marketing,
- Inter Brand,
- Downturn,
- Current Economic Condition,
- Business Operations,
- Branding,
- Brand,
- Asset Management,
- ...
- Source:
- Inter Brand
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Overview: Current economic conditions are trying, and to more recent generations of company managers may seem unique. However, downturns have been experienced before and there are tremendous lessons to be learned from previous recessions. This paper concentrates on the need to pinpoint brands as potentially the most resilient assets a company can own. Such assets have in the past sustained companies in adversity; and all the evidence suggests that, if they are well-managed, they can continue to do so, now and in the future. Brands are valuable in good times and in bad.
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Format: PDF | Size: 447KB | Date: Oct 2003 | Pages: 6
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