Why brands matter for economic revival

Brand passion: (From left) Azrani, Wee, Chacko, Khaw and Prabha at the IAA Malaysia webinar.

KUALA LUMPUR: A crisis triggers brand owners to reorient their marketing efforts, and usually, advertising and promotion (A&P) budgets are the first to be slashed.

However, contrary to conventional wisdom, brands that have an enhanced presence during a crisis, such as this pandemic, would be the ones to stand out post-recovery.