Postscript: Preserving (and growing) brand value in a downturn

Not all brands will survive the economic downturn. The authors present two viable strategies for survival: The ‘Just Good Enough’ strategy allows brands to offer acceptable quality at a value price, while the ‘Altered Amortisation’ strategy attempts to position brands as a value when considered over an extended period of time. The authors demonstrate how to apply their framework and offer numerous examples of brands and industries that can take advantage of its strategic potential.