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Grundey Dainora (Vilnius University, Lithuania)
Branding Strategies During Economic Crisis : Avoiding the Erosion
Economics & Sociology, 2009, vol. 2, nr 2, s. 9-22, rys., tab., bibliogr. 13 poz.
Słowa kluczowe
Kryzys gospodarczy, Marka, Strategia marki, Konsument, Studium przypadku
Economic crisis, Brand, Brand strategy, Consumer, Case study
The purpose of this article is to analyze marketing actions, which should and should not be taken by companies during economic downturn. Today consumers are more price sensitive and less brand loyal than ever before. Economic crises brought hard times into various markets; consumers buy according to special offers and do not notice brands' advantages and their message to them. Main market players have started price wars, which weakens brands and their positions in the market. Different markets require different marketing actions to achieve goals, although price wars are not a solution during economic downturn, especially for well-known and established brands. Marketing strategy, branding and appropriate actions, should be strong, but reach every consumer, especially those with reduced amount of revenue. This paper analyses factors which influence brands' growth. It also tries to understand, what drives consumers to buy appropriate brand. What could be done today, when brands face challenging times (great examples, how companies faced price wars). Also analyses strong brands performance during hard times (in our case, Kellogg's). (original abstract)
Pełny tekst
  1. Arruda, W., Dixson, K. (2007). Career Distinction: Stand Out by Building your Brand. - Hoboken: John Wiley & Sons.
  2. Bedbury, S., Fenichell, S. (2003). A New Brand World. -New York: Penguin Books.
  3. Boin, A. (2009). Crisis leadership in terra incognita: why meaning making is not enough. In: Paul 't Hart and Karen Tindall (eds.) "Framing the global economic downturn: crisis rhetoric and the politics of recessions". - Canberra: ANU (Australian National University), pp.309-314.
  4. Cheverton, P. (2009). Building the Value Machine: Transforming your Businesses through Customer-Based Innovation. - London: Kogan Page Ltd.
  5. Dotlich, David L., Cairo, Peter C., Rhinesmith, Stephen H., (2009). Leading in Times of Crisis: Navigating Through Complexity, Diversity, and Uncertainty to Save Your Business. - San Francisco: Jossey-Bass, a Wiley Imprint Comp.
  6. Gerzema, J., Lebar, E. (2008). The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It. - San Francisco: Jossey-Bass, a Wiley Imprint Comp.
  7. Hall, P. (1993). 'Policy paradigms, social learning, and the state: the case of economic policymaking in Britain', Comparative Politics, vol. 25, no. 3, pp. 275-96.
  8. Heding, T., Knudtzen, C.F., Bjerre, M. (2009). Brand Management: Research, Theory and Practice. - Oxon: Routledge.
  9. Johnson, G., Scholes, K., Whittington, R. (2008). Exploring Corporate Strategy. 8th Edition. - Harlow: Prentice Hall & Financial Times.
  10. Kingdon, J. W. (1997). Agendas, Alternatives and Public Policies, 2nd edn, Pearson, Upper Saddle River, NJ.
  11. Parameswaran, M.G. (2001). Brand Building Advertising: Concepts and Cases. - New Delhi: Tata McGraw Hill.
  12. Upshaw, L.B. (1995). Building Brand Identity: A Strategy for Success in a Hostile Marketplace. - Hoboken: John Wiley & Sons.
  13. Wreden, N. (2007). Profit Brand: How to Increase the Profitability, Accountability & Sustainability of Brands. - London: Kogan Page Ltd.
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