New Brands vs Established Brands

This free download from consulting firm Hartman discusses some large company’s response to young upstart brands that progress in their market sectors.

The main focus is on the fortunes of Anheuser Bush and Boston beer but the paper also touches on Netflix and Jetblue.

In developing its argument interesting brand and consumer preference information is presented and discussed.

The conclusion is that the recession provides an excuse for decreasing sales which can mask the role brands play in consumer markets.