59085a1264001210VgnVCM100000ba42f00aRCRDapproved/Dcom-UnitedStates/Local Content/Articles/Consulting2009 Industry Outlook: Building Brand Value29085a1264001210VgnVCM100000ba42f00a____2009 Industry Outlook: Building Brand Value0 0ecmArticle Published1229490000000Dhanya Kurup1247036263383wsmith12313908000001292427678040one commas WA49085a1264001210VgnVCM100000ba42f00a____29085a1264001210VgnVCM100000ba42f00a____5062121223Content Types_DcomArticles39085a1264001210VgnVCM100000ba42f00a____29085a1264001210VgnVCM100000ba42f00a____276811228Locations_DcomUnited States (US)c6dca5ef74852210VgnVCM200000bb42f00a____0lastModifiedDatetitleTeaserboldtitle129085a1264001210VgnVCM100000ba42f00a____73dda5ef74852210VgnVCM200000bb42f00a____29085a1264001210VgnVCM100000ba42f00a____http://www.deloitte.com/dtt/article/0%2C1002%2Ccid%25253D238716%2C00.htmlConsumer ProductsanchorNA83dda5ef74852210VgnVCM200000bb42f00a____29085a1264001210VgnVCM100000ba42f00a____http://www.deloitte.com/dtt/article/0%2C1002%2Ccid%25253D238879%2C00.htmlTourism, Hospitality & LeisureanchorNA33dda5ef74852210VgnVCM200000bb42f00a____29085a1264001210VgnVCM100000ba42f00a____http://www.deloitte.com/dtt/article/0%2C1002%2Ccid%25253D239759%2C00.htmlRetailanchorNA93dda5ef74852210VgnVCM200000bb42f00a____29085a1264001210VgnVCM100000ba42f00a____http://www.deloitte.com/us/2009Outlook 2009 Industry Outlook anchorNA43dda5ef74852210VgnVCM200000bb42f00a____29085a1264001210VgnVCM100000ba42f00a____http://www.deloitte.com/dtt/article/0%2C1002%2Ccid%25253D238767%2C00.htmlTechnologyanchorNA53dda5ef74852210VgnVCM200000bb42f00a____29085a1264001210VgnVCM100000ba42f00a____http://www.deloitte.com/dtt/article/0%2C1002%2Ccid%25253D238730%2C00.htmlTelecomanchorNA63dda5ef74852210VgnVCM200000bb42f00a____29085a1264001210VgnVCM100000ba42f00a____http://www.deloitte.com/dtt/article/0%2C1002%2Ccid%25253D239747%2C00.htmlMedia & EntertainmentanchorNA29085a1264001210VgnVCM100000ba42f00a____1f0c09c0aedf0210VgnVCM100000ba42f00a____2009 Industry Outlook: Building Brand ValueDeloitte | 2009 Industry Outlook: Building Brand Valueen<p><span class="floatright"><img height="200" alt="Deloitte 2009 Industry Outlook" id="static_file~~" src="/assets/Dcom-UnitedStates/Local Assets/Images/Full Size Images/us_fortune_200x200_181208(2).jpg"></span>Economic conditions are becoming more challenging by the day, so building and enhancing brand value will become an essential element of success in 2009, particularly for those companies in consumer-facing industries such as <a href="http://www.deloitte.com/dtt/0%2C1002%2Ccid%25253D239759%2C00.html" >Retail</a>, <a href="http://www.deloitte.com/dtt/0%2C1002%2Ccid%25253D238716%2C00.html" >Consumer Products</a>, <a href="http://www.deloitte.com/dtt/0%2C1002%2Ccid%25253D238879%2C00.html" >Tourism, Hospitality & Leisure</a>, <a href="http://www.deloitte.com/dtt/0%2C1002%2Ccid%25253D238730%2C00.html" >Telecom</a>, <a href="http://www.deloitte.com/dtt/0%2C1002%2Ccid%25253D238767%2C00.html" >Technology</a> and <a href="http://www.deloitte.com/dtt/0%2C1002%2Ccid%25253D239747%2C00.html" >Media & Entertainment</a>. Other industries, such as Banking & Securities and Insurance, face an even bigger challenge: They must repair reputations that were damaged in the United States? near economic collapse.</p>
<p>With credit availability and consumer spending expected to continue contracting in 2009, the competition for customers and market share should intensify. Companies that can clearly define and consistently deliver on a distinct brand promise are more likely to increase demand and build customer loyalty. For those industries in need of repairing their reputations, communicating regularly, consistently and clearly with key audiences is an important first step to help shape a more positive impression. This process includes identifying which tools and channels can be used to educate consumers and help reduce confusion and misperceptions.</p>
<p>Shaping the consumer shopping experience is another important aspect of building brand value. All companies need to make their customers feel special and offer them a shopping experience that is enjoyable, informative, entertaining and easy. Beyond providing exceptional customer service and making sure that desired items are in stock, this includes influencing factors such as store layout and Web design, pricing, inventory management, and the ease and speed of the checkout process across all shopping channels.</p>
<p>The imperative for consumer-facing industries to increase demand and brand loyalty will likely require increased investments in marketing and sales during 2009, which may appear contrary to cost-cutting strategies that are typically imposed during tough economic times. However, strengthening the marketing and sales functions could generate welcome short-term revenue and lead to stronger customer relationships in the long run.</p>
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<p><strong>Related Content:<br>
</strong>Main Library: <a href="http://www.deloitte.com/us/2009Outlook" > 2009 Industry Outlook </a></p> 1f0c09c0aedf0210VgnVCM100000ba42f00a____