This is an Insight article, written by a selected partner as part of IAM's co-published content. Read more on Insight

In these difficult economic times, a strong brand can be invaluable. It is those brands with the ability to communicate an instant message to a target audience, and to command consumer loyalty, that thrive in a downturn. As consumers become more selective about their purchases, the need increases for brands that instil confidence – brands that assure consumers of all kinds that the choices they are making offer them a high level of consistency and quality.


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