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WHY BRANDS MATTER FOR ECONOMIC REVIVAL
KUALA LUMPUR, 11 December 2020 ( ASIA TODAY ) 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, will 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 SMEs. ....

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