‘Not Every Time Is the Right Time for Real-time Marketing': Branding in the COVID-19 Pandemic

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Abstract

In this briefing note, we present a preliminary analysis of Covid-branding by companies in Europe and North America during March and April 2020. Our analysis finds that messaging clustered clearly into two ways could engage: ‘Covid-helping’ and ‘Covid-coping.’ These messages of ‘managing the pandemic’ and ‘managing yourself’ frame the consumption of goods and services as a way that consumers can show they care, presenting shopping as a form of everyday heroism. In this way, they make the case that private sector has a role to play in
humanitarian response.
Original languageEnglish
Place of PublicationFrederiksberg
PublisherCopenhagen Business School [wp]
Number of pages14
Publication statusPublished - 7 Aug 2020
SeriesCBDS Research Briefing
Number1/2020

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