IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy.84% of respondents expect communication and publicity focused on how companies are helping people cope with life’s challenges related to the pandemic. Communications firm Edelman has conducted a study in 12 markets on the critical role brands are expected to play during the COVID-19 pandemic.

Poland Phone Number List To carry it out, 12,000 people have been interviewed in Brazil, Canada, China, France, Germany, India, Italy, Japan, South Africa, South Korea, the UK and the US The study was completed on March 26.According to Richard Edelman, CEO of the company: “If the value of brands has ever been questioned, this study reveals their strength and importance, as well as the need for urgent action. Brands must find solutions rather than sell image. They must be tangible and fast, not generic and conceptual. “Expectations on the role of brands Respondents recognize the need for brands to take concrete action to address the societal challenges posed by Covid-19, from protecting the well-being of employees to tailoring products and prices to contribute to the common well-being. 62% indicate that their country will not overcome this crisis without the fundamental support of brands and 55% believe that companies are responding more quickly and effectively than governments . However, 71% warn that, if they perceive that a brand is taking advantage of the crisis for its own benefit, they will lose their trust in it forever. Along these lines, the Trust Barometer on brands published a year ago already confirmed that trust in a brand is as relevant in the purchase decision as its quality, value, usefulness or composition.

Protect and collaborate There is unanimity in all markets (90% globally) that brands do everything possible to protect the well-being and economic security of their employees and suppliers until the pandemic is over, even if that means significant financial losses . Some like KFC have allowed their employees to take sick leave, and in turn guarantee wages for those who cannot work due to the closure of the premises by government order. It also calls on the as companies adapt their production to help consumers cope with current challenges (89%)and that offer free or lower-priced products to health workers, people who belong to high-risk groups and those whose jobs have been affected (89%). Finally, there is a clear desire for brands to collaborate with the government (90%) and create a safety net that intervenes to fill those gaps that require help to deal with the virus (86%).

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