Consumer-products company Kimberly-Clark (NYSE: KMB) was the latest company to see its stock placed on the chopping block. That's been happening a lot these days. The shares tumbled over 7% on Wednesday and closed at $57.22. While 7% is bad enough, it actually feels worse to say that the stock lost $4.45 per share on the session. When it comes to businesses that sell popular brands to consumers, shedding $4 per share is just awful. Especially for a stock that should be a defensive name, a proverbial port in the even more proverbial storm.

Kimberly-Clark posted an adjusted profit of $1.02 per share Wednesday morning, which was a penny better than analyst expectations. The article also states that the company is suffering from a shifting exchange-rate environment and competition from private-label products. That latter point is really going to be a problem for businesses such as Procter & Gamble (NYSE: PG), Clorox (NYSE: CLX), and Colgate-Palmolive (NYSE: CL). At some point, many will probably reach for generic items as opposed to name-brand counterparts.

This doesn't mean that companies who use big brands as their main ammunition for long-term growth should be avoided. Indeed, a company that can figure out how to strike a prosperous balance between the premium it can charge for its name products and the willingness of consumers to pay it will oftentimes do well in tough markets. Kraft (NYSE: KFT) had success with this during the previous quarter. Price increases were able to power results. Kimberly-Clark is going to be severely challenged in terms of maintaining margins and keeping up a proper level of marketing spending. Everyone's going after the consumer's wallet these days, so breaking out from the pack is a requisite undertaking.