Branding during the COVID-19 Pandemic: between Adaptation and the New Perspectives

Authors:

Pages: 70-81
DOI: https://doi.org/10.54664/BLJK3256

Abstract:

The COVID-19 pandemic has seriously shaken the foundations of modern brand management. The first reaction of communication specialists was to look for ways to optimize communication messages during a crisis, but is that enough? The author explores the possibilities for complete restructuring of the modern brand – i.e. brand positioning, mission and vision of the brand during such complex crises. Is it possible to talk about a new type of Post-truth? The article aims to establish some of its characteristics.

Keywords:

COVID-19, Post-truth, brand, emotional branding, brand positioning, brand vision, media, rhetoric, consumers, crisis communications.

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