Social Brand Management in a Post Covid-19 Era

The Covid-19 pandemic has changed the way consumers relate with brands, leading to the development of new digital strategies and practices. This book discusses how brands can reinvent, improve, or optimize themselves to meet the needs, expectations, and preferences of consumers. It suggests becoming a social brand as a strategy for coping with changes in consumer behavior, with two main dimensions: sociability and social commitment. Case studies of brands that coped successfully with Covid-19 are provided to suggest good practices.

Format: Hardback
Length: 68 pages
Publication date: 28 June 2023
Publisher: Taylor & Francis Ltd

The Covid-19 pandemic has brought about a significant shift in the relationship between organizations and their stakeholders, with a move towards almost exclusively digital interactions. While some brands have already established robust digital channels and seamlessly transitioned, others have faced challenges in maintaining connectivity with their consumers and have consequently developed a diverse range of new digital strategies and practices. This book delves into the profound impact of the pandemic on consumer-brand relationships and explores how brands can adapt, enhance, or optimize themselves to meet the evolving needs, expectations, and preferences of their customers.

Drawing on empirical data from the Covid-19 recovery period, the book proposes the concept of becoming a social brand as a strategic response to the changing consumer behavior. A social brand encompasses two key dimensions: it is sociable, actively engaging on social media, demonstrating humanized interactions, and displaying empathy; and it is socially committed, characterized by transparency, sustainability, and a commitment to social responsibility.

In this concise yet comprehensive book, the authors examine case studies of brands that have successfully navigated the challenges posed by the pandemic and positioned themselves strongly in the post-pandemic landscape. Through these case studies, they offer valuable insights and best practices for brands seeking to adapt to the changing consumer landscape and build stronger connections with their customers.

Social Brand Management in a Post Covid-19 Era offers a valuable resource for marketing and communication academics, researchers, and students alike. It provides an accessible yet comprehensive overview of brand management in a post-pandemic environment, covering key topics such as digital transformation, customer engagement, brand positioning, and social responsibility. By exploring the experiences and strategies of successful brands, the book offers valuable insights and practical guidance for those seeking to navigate the evolving business landscape and thrive in the post-pandemic era.

Weight: 300g
Dimension: 216 x 138 (mm)
ISBN-13: 9781032465722