Holding on to long-term brand value during recessions

It is unprecedented for there to be an immediate recession, a stock market slump, supply and demand side contractions, an oil price collapse and massive unemployment simultaneously.

Marketing in the COVID-19 recession

This article is part of a series of articles from the WARC Guide to Marketing in the COVID-19 recession. Read more.

Definitions

Brand value

Brand Finance defines brand value as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand Finance calculates brand values using the Royalty Relief approach – a brand valuation method compliant wit