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| Mar 26, 2009 by Mark Maier 
Great research to pass on to your clients about long term price cuts during a recession in the article "Big Price Cuts Linked To Long-Term Brand Damage". The first time I read the title I swore it said Brain Damage. Regardless, Brand Damage is something to avoid as well....
"Companies that lower the prices of their products during the recession may risk damaging long-term brand perceptions because suspicious consumers assume something is wrong with the product or brand if it's being discounted, according to a study from The Futures Company."
So what happens if you don't lower your prices in the mind of consumers?...
"When probed about how they view a brand that does not lower its prices during economic times like these, 64% of consumers assume that "the product is extremely popular," and another 64% say they assume that "the product is already a good value."
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