{"title":"Branding during the COVID-19 Pandemic: between Adaptation and the New Perspectives","authors":"Stefan Serezliev","doi":"10.54664/bljk3256","DOIUrl":null,"url":null,"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.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":"16 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"21st Century Media and Communications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.54664/bljk3256","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
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.
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