Do brands matter in a recession? Dissertaion Research

We dont live in a communist state, we live in a competitive free market economy. As a strategists you seem to have completely forgotten about product positioning and the role a product fulfils among various categories of customers. Branding is the perception or reality of what sets one product apart from it generic counterpart.
No brand no choice.

I think brands matter in a recession if they (as responsible, ethical companies) can pull us out of one. Most components of the economy have been exhausted (technology/travel/property) and it will be interesting to see what new innovation/industry (green?) can rescue such a dire situation. Brands matter if they 'support' the economy - invest, innovate, create jobs, training, vocations. But brands are pow-less at the mo. Relationships with the banks and consumers have hit an all-time low.

Brand will automattically be branded if the quality of the product is up to good standered so Regardless of what you are buying and on what price you are paying if the quality is good you will remember that name as a brand.