Why brands matter for economic revival

KUALA LUMPUR: A crisis triggers brand owners to reorient their marketing efforts, and usually, advertising and promotion (A&P) budgets are the first to be slashed.

However, contrary to conventional wisdom, brands that have an enhanced presence during a crisis, such as this pandemic, would be the ones to stand out post-recovery.

“In times of crisis, consumers take notice of brands that ’stand by’ them and show that they care. Inadvertently, such brands secure customer confidence and loyalty, ” International Advertising Association Malaysia (IAA Malaysia) president John D Chacko said, adding that this is the case with both multinationals and small and medium enterprises (SMEs).

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