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Communication During a Pandemic: An Analysis Through the Lenses of Brand Management Strategy

Communication During a Pandemic: An Analysis Through the Lenses of Brand Management Strategy

Cássia Liandra Carvalho, Belem Barbosa
Copyright: © 2021 |Pages: 22
ISBN13: 9781799867050|ISBN10: 1799867056|ISBN13 Softcover: 9781799867067|EISBN13: 9781799867074
DOI: 10.4018/978-1-7998-6705-0.ch013
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MLA

Carvalho, Cássia Liandra, and Belem Barbosa. "Communication During a Pandemic: An Analysis Through the Lenses of Brand Management Strategy." Digital Services in Crisis, Disaster, and Emergency Situations, edited by Lídia Oliveira, et al., IGI Global, 2021, pp. 282-303. https://doi.org/10.4018/978-1-7998-6705-0.ch013

APA

Carvalho, C. L. & Barbosa, B. (2021). Communication During a Pandemic: An Analysis Through the Lenses of Brand Management Strategy. In L. Oliveira, F. Tajariol, & L. Gonçalves (Eds.), Digital Services in Crisis, Disaster, and Emergency Situations (pp. 282-303). IGI Global. https://doi.org/10.4018/978-1-7998-6705-0.ch013

Chicago

Carvalho, Cássia Liandra, and Belem Barbosa. "Communication During a Pandemic: An Analysis Through the Lenses of Brand Management Strategy." In Digital Services in Crisis, Disaster, and Emergency Situations, edited by Lídia Oliveira, Federico Tajariol, and Liliana Baptista Gonçalves, 282-303. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-6705-0.ch013

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Abstract

Although the literature on crisis communication is quite vast, business communication related to global crises (e.g., natural disasters) is largely unexplored. This chapter aims to fill this gap and shed light on brand communication strategies during a pandemic. A netnographic study was carried out with the purpose of identifying brand positioning and communication strategies during the COVID-19 pandemic outbreak and of understanding the engagement of brands' followers during that period. The study included four brands of large Brazilian companies and comprised the analysis of brands' feed on Instagram during the first five weeks of the outbreak in Brazil. Findings enable to identify two distinct profiles: unprepared brands and leading brands. The chapter provides valuable clues for both managers and researchers dealing with crisis communication.

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