How to Leverage Brand Value during a Recession

There has to be a strategic cutting and allocation of funds in order to leverage upon Brand Value during recession. You must look into the opportunity, instead of joining the the majority of your competitors, who plainly choose cut down heavily on the Branding aspects. This is the time to act. Try to consolidate  your existing business and in turn save your key customers from slipping to your rival brands. This can be done by enhancing leg work through your sales force, at the same time making sure your key customers are pampered with excellent service. Also try to regain your already lost customers, who were once loyal to your brands, by adding value to your brands, as these are the people who are high on the familiarity index. Cut down on mass campaigns, and use a part of the funds to maximize value addition weather through one to one(customers in case of B2B) or general value addition ( in case of B2C). The expensive mass campaigns can be altered by more economical campaigns which results in good Brand Visibility.

Well, during recession everyone tends to cut cost and don't focus on investing on future developments. But I think the companies should continue to invest in future products. Because when you come out of recession, you won't be having poor products than that of your competitors. If you do have poorer products , it will take time to catch up with the market.