Managing Value in a Downturn
- Topics:
- Brand Management
- Tags:
- Asset,
- Asset Management,
- Brand,
- Branding,
- Business Operations,
- Inter Brand,
- Marketing,
- Operational Planning,
- Recession
- Source:
- Inter Brand
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Overview: "Branding in a Recession : 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. However, if you do not know the value of your brand, the drivers of that value, and the management skills required to guide the drivers – you are missing the opportunity to pilot your organisation through challenging economic times. "
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Format: PDF | Size: 52KB | Date: Jan 2003 | Pages: 6
