Posts Tagged ‘corporate branding’
Recession, best time for Corporate Branding, says AdAge.com
A recent article appeared in Advertising Age entitled “Corporate Campaigns Hint at Brand-Advertising Revival” has made some interesting revelation with regard to the corporate world – recession is the best time to hike up your marketing spending, re-do your corporate branding all with the purpose to increase the market share.
The article features a study conducted among some big market players, such as IBM, SAP, GE, Unilever, L’Oréal etc.
Their main points were 3:
1. In times of uncertainty, a company’s duty is to show they’re stable and reliable (SAP model)
2. Others, such as Unilever or L’Oréal are keen on increasing their market share
3. Or simply re-position a brand through added value (the Made in America theme).
The Agency reported significant budget increases to support their spending in the new fiscal year – all this based on a forecast with leading numbers from last year’s results (for example, Schawk, a US company, reported only 16% drop in sales in last quarter as opposed to 22% in the previous one).
Results are to be expected in the light of the new spending, but what it would be interesting is to see their course on the market and their further developments.
