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How Has The Recession Changed European Consumers' Attitudes Toward Brands?

September 24, 2009

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  • By Mary Beth Kemp
  • with Christine Spivey Overby,
  • Jean-Yves Lugo

Why Read This Report

Europeans are more pessimistic than North Americans about the evolution of their national economies. And they are feeling restrained personally too — 40% find themselves worse off than last year. But marketing leaders must resist the temptation to chase after these downtrodden consumers with short-term fixes like price reductions and promotions. Instead, they should focus on the other 60% of consumers who believe their situations will stay the same or improve. Marketing leaders should shore up their strategies and make their brands more valuable to these valuable consumers.

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Table of Contents

  • European Consumers Are Feeling Constrained And Price Conscious
  • Marketing Leaders: Create Value Rather Than Playing For Volume

  • Treat Consumers As If Your Brand Were A Luxury
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