How Eveready Paid The Price For Underinvesting In Marketing

Seminal research demonstrates that companies who underinvest in branding potentially face an extinction event as diminishing share of market and declining price support make profitability elusive. Even in the best market conditions, brand investments play a key role in deciding outcomes among competitors.This article is part of Branding Strategy Insider’s newsletter. You can sign up here to get thought pieces like this sent to your inbox.A classic case study is that of Duracell and Energizer batteries. Alka ...