Great brands are built over the long haul, yet the macroeconomic cycle forces brand managers to continually re-adjust their strategy to changing short-term market conditions. In the current environment, for example, managers must prepare for a possible recessionary climate that brings a very different set of challenges than those confronted during periods of expansion. How can managers use the tools at their disposal to ensure continuous growth of equity despite these fluctuations?
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Source: Phys.org