Given that buyer psychology has changed significantly due to economic recession, marketing strategies and communication should be adapted to new conditions. New marketing campaigns should be focused around the following ideas. 1. Handling own brands with pragmatism in this period is recommended exploiting the advantages held by the Romanian brands, which can inspire to a greater extent the idea of honesty, loyalty, gratitude towards the traditional values. Imported brands may be promoted if they have national recognition and that a large number of consumers identify with them.
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