Jaguar Land Rover has invested in marketing through the coronavirus pandemic and will continue to do so despite concerns over an economic recession, as it takes a long-term approach to brand building.
The car marques’ UK marketing director, Anthony Bradbury, believes that while brands have to adjust spend levels to match consumer activity and the economy, continuing “nurture-based activity” is critical. He recalls his experience of the 2008/09 recession when he was marketing director for Land Rover in the UK. The evidence showed that brands which invested during the downturn came out of it better.
“It’s really important, you cannot go dark. The long-term, more nurture-based marketing activity must continue in some shape or form, that is critical. It’s more about the scale of it rather than stopping it altogether,” he tells Marketing Week.