Branding is absolutely critical to a business because of the overall impact it makes on your company. Branding can change how people perceive your brand, it can drive new business and increase brand awareness. Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice. Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived. A quick look at recent history shows economic recessions are fairly regular occurrences. Uncomfortable readjustments for us wayward, over-borrowing, rather greedy inhabitants of the developed world. Maybe not all of us, but enough to set the relentless ripple effect in motion. Whether this current event turns into its bigger brother, a full-blown depression remains to be seen. But what is certain is that businesses who use these tough times wisely, as opposed to adopting a siege mentality, will come out the other end in a much better position. The paper highlights the brand management tactics in tough times with the review of research.