The Great Depression and the current crisis: brand-related attitudes
History should prevent us from repeating the mistakes of the past. This article focuses on the analysis and interpretation of the branding and promotion events that occurred during the Great Depression (1929-1933), projected on the decision of the marketing and management specialists of our times. The economic manifestations, such as: the unemployment rate, the decrease of the purchasing power, the crediting related difficulties, etc., specific to both periods of recession, revolve around the consumer and the way he modifies his consumer behavior. This paper tries to find an answer to the following question: given the decisions made by the managers in the 30’s, what brand strategies are recommended for this period? The answers to the question above are the object of the conclusions of this article. The recommendations provided herein invite us to meditate upon the depression from the previous century and to take a critical look at various marketing related attitudes, such as the disregard for rebranding or brand creation and the diminution of the promotion budgets.
Volume (Year): (2010)
Issue (Month): 15 ()
|Contact details of provider:|| Postal: str. Spiru Haret, nr. 8, cod 600114, Bacău|
Web page: http://fsec.ub.ro/
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:bac:fsecub:10-15-59. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Bogdan Nichifor)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.