The obituaries proved premature. In the era of austerity, complete with subdued consumers and cost-cutting companies, big brands are flourishing.
Those who earn their living from the sector like to say this proves the received wisdom is correct: investing in brands through recessionary downturns pays off.
But, as this year’s BrandZ survey shows, the reality is more nuanced. Some brands have gained traction – or even a second wind – on the back of new, growing markets such as China.
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