Time to reboot

How an economic slowdown can be a branding opportunity for companies

With the general dampening of economic mood and sentiment, most businesses are speculating if current slowdown will remain or is it just a cyclical phase. While high-value sectors such as housing, automobiles and electronics are facing the heat, everyday household products, too are witnessing a fall in demand. The question is whether in these times, it would be right to discuss about spending money on non-revenue generating activities such as branding? 

Brand building is perceived to be an expensive and unnecessary activity that might easily get shelved in lieu of current situation. However, in a longer run, this may end up