Question: In their article If Brands Are Built over Years, Why Are They Managed over Quarters ? (HBR 2007) Lodish and Mela argue that an increased

In their article If Brands Are Built over Years, Why Are They Managed over Quarters? (HBR 2007) Lodish and Mela argue that an increased response to promotions reflects a decrease in the price premium a brand can command. Explain a) why an increased response to promotions can indicate a damage to the long-term health of the brand, and b) under what circumstances a large incremental sales volume generated by short-term promotions can positively contribute to the brands long-term health.

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