Is lowering prices to compensate for the poor results of 2020 good for brands?

Jaime Lobera, Managing Partner for Brand Strategy and Development at APPLE TREE considers that “playing with the price is very delicate” as it can affect the future profitability of the company.

In an article published in Expansión, Jaime explains that the current crisis does not necessarily justify a drastic reduction in prices, as price is one of the indicators of the value of a brand, of its equity, and therefore, thinking only in the short term may result in long term damage.