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Brands get aggressive in the downturn

Emma Barraclough, London

More than four out of five executives say they are more likely to defend their brands in a recession, yet only one in five believe that managers at their company are spending extra time on brand protection, according to a survey of 222 UK businesses

The results of the survey, carried out by Marks & Clerk, reveal that 82% of respondents think that budgets for brand promotion and protection will be cut as a result of the economic downturn. Almost half (46%) of the executives...

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