Брандинг във време на пандемията от COVID-19: между адаптацията и новите перспективи
Branding during the COVID-19 Pandemic: between Adaptation and the New Perspectives
Author(s): Stefan SerezlievSubject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Великотърновски университет „Св. св. Кирил и Методий”
Keywords: COVID-19; Post-truth; brand; emotional branding; brand positioning; brand vision; media; rhetoric, consumers; crisis communications
Summary/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.
Journal: Медии и комуникации на 21. век
- Issue Year: 4/2020
- Issue No: 1
- Page Range: 70-81
- Page Count: 12
- Language: Bulgarian