With the sudden onset of the COVID-19 pandemic, many companies and brands had to quickly adjust their marketing plans, some more successfully than others. This case explores branding and marketing communications during a crisis and asks students how companies can best maintain sensitivity while avoiding a loss in consumer loyalty.
This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
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