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Branding during the COVID-19 Pandemic: between Adaptation and the New Perspectives
ISSN: 2603 - 3801
Publisher: author
Branding during the COVID-19 Pandemic: between Adaptation and the New Perspectives
Indexed in
Social Sciences
ARTICLE-FACTOR
1.3
Article Basics Score: 2
Article Transparency Score: 3
Article Operation Score: 3
Article Articles Score: 2
Article Accessibility Score: 2
SUBMIT PAPER ASK QUESTION
International Category Code (ICC):
ICC-0202
Publisher: 21st Century Media And Communications St. Cyril And St. Me..
International Journal Address (IAA):
IAA.ZONE/260374913801
eISSN
:
2603 - 3801
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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.
