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The Wonderful World of Growing Brands

In: Brand Growth Barriers

Author

Listed:
  • Ralph Krüger

    (AMC GmbH & Co.KG)

  • Andreas Stumpf

    (AMC GmbH & Co.KG)

Abstract

There are only three ways a company or its brand can go: up – growth; down – decline; neither nor – stagnation. And only one way satisfies everyone involved, especially owners and shareholders: going up, i.e. achieving growth. Theoretically, the sky’s the limit in terms of growth – you can always grow more. Even in economically hard times, you need to strive for growth because, sooner or later, you’ll have cut all the costs you can. The only other lever with which to increase profits is growth. So it’s all the more important to use that lever and create new growth – especially with the help of your brand. Even in a period of crisis when many potential customers focus on price, a strong brand can overcome that barrier and revive sales, turnover and profits.

Suggested Citation

  • Ralph Krüger & Andreas Stumpf, 2013. "The Wonderful World of Growing Brands," Management for Professionals, in: Brand Growth Barriers, edition 127, chapter 0, pages 1-14, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-642-37108-0_1
    DOI: 10.1007/978-3-642-37108-0_1
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