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Brands and Discounts

Discounting can be a powerful tool for brands when managed properly.

Brands and Discounts

Short-Term Gains And Brand Damage

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Marketing is a long-term proposition. A company can get in trouble if it changes its marketing strategy to cope with a short-term problem.

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Brands and Discounts

Price Reductions Threaten Brands

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Price Reductions Threaten Brands

Price is often the enemy of differentiation.

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Brands and Discounts

Facing The Discounter Dilemma

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Facing The Discounter Dilemma

Emma Smith (not her real name) is the UK marketing manager for a well-known perfume brand. The brand has been on the market for eight years – an eternity in the fast-moving, constantly changing world of fragrances.

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