AN ICMR AND 4Ps B&M SURVEY

Brands are like relationships. And in a crisis, relationships can either become better or worse, depending on the situation. 1999 was a tough one for Argentina. Not only did the economy suffer its worst economic recession in a decade, even established brands were affected badly. A Nielsen study affirmed that in 35 product categories, market share of leading brands shriveled by 5% to 64.9% during the bad times. Some of the world’s leading brands may have been born in times of recession, but even the best of brands find it tough to ride a recession unscathed. Our 2009 annual rankings of India’s 100 Most Valuable Brands comes even as the dark shadow of a slowdown seems to be receding from the economy. Read on to get acquainted with the super survivors and how they fared…

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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