Brand Spur Volume 1, Issue 3 - Third Edition | Page 10

Emphasizing Brand value
…Five tips to retain brand value through a recession
How has the recession affected your brand and its reception in the market? Many companies batten
down the hatches and attempt to see themselves through any recession quietly and on maintenance
marketing budgets. However, most research about marketing through a recession identified
companies continuing to invest in marketing activities gain additional market share when they enter
the boom period at the expense of those that did not.

 Maintain level and volume of your marketing activity and where possible your budget to ensure your brand
remains visible to your clients;
 Maintain contact with your clients and speak directly to them using your knowledge of their buying
preferences to segment your market and through personalised mailings and sell your brand values not just
product benefits;
 Automate your data and build up a customer relationship management system that improves the data mining
and performance management capability for your marketing investment;
 Be innovative in your approach to the market and through new product development that allow you to quickly
respond to market conditions ahead of your competition;
 Ensure an effective search engine marketing strategy is developed using branded and non-branded keywords.

© M4siz Limited – White paper series