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Protecting Brand Reputation
December 31, 1969 |Estimated reading time: Less than a minute
By Carsten Barth, Elcoteq
At this time of economic downturn and with reduced consumer confidence, the equity of a brand can be one critical factor in ensuring that sales and margins are maintained while lesser brands get squeezed. Brand equity can be a function of many things image, price, innovation, tradition but at the end of the day, they all boil down to reputation.
As profit margins across electronics and personal communications industries become tighter, the pressure is on to protect and enhance the major global brands to avoid competing entirely on price. Indeed, some of the world's blue-chip consumer electronics brands, such as Bose or TAG McLaren, have invested heavily in deliberately positioning themselves above price-sensitive markets by creating huge equity in their brands; protecting their reputation and positioning is vital to their continued success.
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