PANDEMİ GÜNLERİNDE MARKALAR VE İLETİŞİM BİÇİMLERİ: GÖZLEME DAYALI BİR DEĞERLENDİRME

Corona Virus (also known as Covid-19), which started in China and suddenly affected all the countries of the world, created a global change which affected all areas. Trade methods, ways of doing business, consumer habits and shopping preferences, values and lifestyles have been radically changed and reshaped. In this study, it was observed how and in what direction brands move in pandemic days. Secondary data utilized were collected from pictures, videos, caps, comments, and similar sources shared on social media channels (Twitter, Instagram, Facebook etc.) and other communication sources. It has been tried to reveal how brands support the society they serve in the Corona virus epidemic, how they help raise awareness and what they aim to do while again. As a result of the study, it has been claimed that all the communication and promotion activities that brands have made to raise awareness in order not to spread the virus have an appreciation, but nevertheless, it is aimed to be one of the few “good brands” that are remembered in the memories of consumers after the days of this pandemic. Because, considering the brands and the companies that stand behind them are mainly profit-making organizations, it can be met as a normal situation to pursue the objectives such as financial return, market share increase and positive positioning of all communication and promotion activities. Therefore, it is claimed that these activities are carried out to create awareness and support brands and to leave a brand history that they will be proud of when life returns to normal.