The Wonderful World of Growing Brands

Ralph Krüger and Andreas Stumpf
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Ralph Krüger: AMC GmbH & Co.KG
Andreas Stumpf: AMC GmbH & Co.KG

Chapter Chapter 1 in Brand Growth Barriers, 2013, pp 1-14 from Springer

Abstract: Abstract There are only three ways a company or its brand can go: up – growth; down – decline; neither nor – stagnation. And only one way satisfies everyone involved, especially owners and shareholders: going up, i.e. achieving growth. Theoretically, the sky’s the limit in terms of growth – you can always grow more. Even in economically hard times, you need to strive for growth because, sooner or later, you’ll have cut all the costs you can. The only other lever with which to increase profits is growth. So it’s all the more important to use that lever and create new growth – especially with the help of your brand. Even in a period of crisis when many potential customers focus on price, a strong brand can overcome that barrier and revive sales, turnover and profits.

Keywords: Target Group; Growth Strategy; Baby Food; Loyalty Strategy; Brand Management (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-642-37108-0_1

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DOI: 10.1007/978-3-642-37108-0_1

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