How to discount without cheapening your brand

摘要

The fuel business is no stranger to price wars, where discounting canrnresult in increased business at least for the short term.rnBut repeated price cuts can cheapen a brand and attract deal-seekersrnrather than loyal customers, ultimately reducing long-term profits, ShawnrnGeller, CEO of Quikly Inc., a marketing firm in Detroit that has designedrnpromotional contests, including for publicly held fuel marketer Casey’srnGeneral Stores Inc., of Ankeny, Iowa.