Maintaining Brand Reputation In Times Of The Covid-19 Pandemic

Abstract

The importance of maintaining brand reputation is a central element within marketing management. Companies engage in developing a brand identity, which consumers perceive as a brand image. Therefore, brand reputation encompasses both the image held by consumers and the strategic goal of management. Decisions regarding the choice of appropriate marketing communication activities for establishing brand reputation involve orchestrating the marketing communication mix, allocating budgets, and designing brand messages. This process begins with considering consumer behavior, including the customer journey. The Covid-19 pandemic has significantly altered consumer behavior, thereby impacting the managerial task environment and decisions related to marketing communication policy.

Building on the theoretical foundation of brand reputation and marketing communication activities, an explorative study was conducted using qualitative polling of 15 managers from various industries. The study reveals a shift from offline to online use of marketing communication instruments during the Covid-19 pandemic. Reductions in marketing budgets were reported, and differences in management decisions based on company type were observed. Brand messages often addressed changes in consumer needs and the psychological situation of target groups, although these messages varied depending on the products and services offered. Agility, as a general behavioral characteristic of a company's internal organization, played a significant role during the pandemic. The pandemic period is also seen as a "wake-up call" for post-pandemic management.