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...

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Veröffentlicht in:	The journal of brand management 2009-09, Vol.17 (1), p.84-89
Hauptverfasser:	Raggio, Randle D, Leone, Robert P
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand equity Budgets Business and Management Consumer behavior Consumers Economic conditions Management Market strategy Marketing Original Article Recessions Resale value Studies
Online-Zugang:	Volltext
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