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

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.