It's a precarious time for brands. Consumers are spending less money and investing it more carefully. They may be abandoning favored brands for low-priced competitors or generic alternatives. That's why it's more important that ever for established brands to engage in aggressive value building.What's different today is the targeted relevance of value building. Faced with a protracted global economic recession, established brands are searching for ways to add maximum value without cheapening their image or undermining profits. Some brands are out-smarting and out-performing their competitors because of value-building strategies.
One breakthrough example of value building is occurring in, of all places, the automotive industry. While most car manufacturers and dealers are slashing prices and offering deep discounts, one carmaker is leveraging the impact of the economy on consumers by offering something simple yet powerful and timely: peace of mind.
