Abstract
Today, smart marketers are strategizing not only about getting through the current economic environment but are also preparing to be ready for accelerated growth when the recovery finally begins. It�s a delicate balancing act. ANA surveyed its members on brand building in tough times and beyond. Issues included effective ways for building brand equity, measures of brand health, defined as the measure to which brand equity is increasing or declining, brand deterioration warning signs, and short-term versus long-term brand building strategies.
The content you requested is only available to active Members of the ANA. If you are an ANA Member, please login, above, to view this content. If you'd like to find out how to become a member, please call us at 212-697-5950.
