Companies are taking different approaches to bolstering revenue in these tight economic times: some are providing deep discounts and may be  in turn hurting their profits and brands in the long term, while others are charging more to help offset the loss of consumer spending in the marketplace.

Some recent examples:

All major airlines – Delta, American, United, and others – are charging for checked luggage on top of fuel surcharges to make up for years of mismanagement, high fuel costs and a deep recession.

Bank of America recently announced plans to charge annual fees for credit card holders who pay off their balances every month, essentially asking their fiscally responsible customers to pay for the losses from those less so responsible.

Unlike past recessions, the Economist has stated this recession will permanently change our consumption habits. What will be the long-term cost to companies like Bank of America or Delta when they start to lose customers because of their strategy to compensate for short-term losses by pushing losses onto it’s customers? Are companies or business owners like you risking long-term growth for a short-term gain?