Knowledge@SMU
Publication Type
Journal Article
Publication Date
8-2009
Abstract
Branding, perceived by the bean-counters as an expense item, is always among the first to go during recessions. In its place are price cuts and price promotions aimed at delivering value to customers. The common (and predictable) belief is to stimulate demand quickly, so as to sustain production and operations during the trying times. After all, brand equity cannot possibly help close a sale or bring in the cash –- or can it? To answer this question, SMU’s Provost, Rajendra K. Srivastava, examined the financial performance of brands during a downturn in a hunt for the elusive “brand bonus”.
Disciplines
Business | Marketing
Copyright Owner and Holder
Copyright © Singapore Management University 2012
Licece/Creative Commons Licence
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Article ID
1228
Subject(s)
Marketing
Citation
Knowledge@SMU.
Aiming for “brand bonuses” in times of budget cuts. (2009).
Available at: https://ink.library.smu.edu.sg/ksmu/289