Analysis Strategy of Visual Brand Adaptation During the COVID-19 Pandemic

Hermanto, Yon Ade Lose; Pahlevi, Andreas Syah; Rakhmatia, Masayu Zulfidyah; Safitri, Nadira Ayu; Ibrahim, Nabisah

doi:10.18502/kss.v5i6.9187

Cited by 3 publications

(3 citation statements)

References 1 publication

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“…It forms a society that cares, full of love, empathy, compassion. A brand is also a corporate citizen that must care and be responsible for people who are in distress (Hermanto et al, 2021).…”

Section: The Research Discussionmentioning

confidence: 99%

Visual brand communication during the COVID-19 pandemic

Spajić¹,

Mitrović²,

Novaković³

et al. 2022

Proceedings - The Eleventh International Symposium GRID 2022

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COVID-19 has brought a number of changes in people’s lifestyles as well as in business strategies. The consumers are moving towards social media and brands are forced to adjust their positioning strategies to retain existing and attract new customers. In generating the customer engagement, the brand content must match the visual preferences of its target group. This paper reviews a relevant literature of visual communication in the context of branding focusing on changes in terms of redesign and rebranding imposed by a crisis. The aim is to identify how companies successfully developed memorable, contextually-relevant and public-educational visual brand communication and strategies during the COVID-19 pandemic. The content analysis method was used in order to create a synthesized overview of brands' visual communication and their creative solutions during the pandemic. The results of this study highlight the importance of visual communication that can be taken by brands in dealing with crisis situations such as pandemic, and its effects on consumer behaviour in the new-normal era.

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Section: The Research Discussionmentioning

confidence: 99%

Visual brand communication during the COVID-19 pandemic

Spajić¹,

Mitrović²,

Novaković³

et al. 2022

Proceedings - The Eleventh International Symposium GRID 2022

View full text Add to dashboard Cite

show abstract

Section: The Research Discussionmentioning

confidence: 99%

“…To survive in the midst of the corona virus pandemic, marketers must develop an adapted brand strategy to promote their products or services to consumers (Hadi & Rachmaniar, 2020). Business people optimize digital branding and online marketing communication as channels for reaching their target audiences (Hermanto et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

Proceedings - The Eleventh International Symposium GRID 2022

2022

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It is my great pleasure to introduce You the research papers of the Eleventh Symposium on Graphic Engineering and Design.With this proceeding we continue the works of previous symposiums which have been held biennial since year 2002.We're delighted that this international symposium has once again gatered a great number of participants from many countries as it became a tradition over the past 20 years.The papers include the achievements of researches in the field of technology and scientific areas relevant to graphic technology and graphic design. Through the work of the symposium GRID we continued significant scientific cooperation with educational institutions all over the world. With them we are continuing good cooperation which is the driving force for the creation and display of new developments, both individual and common. I want to thank everyone who participated with their paper and presentation in the Symposium. Your contribution is significant for the improvement of the Symposium on Graphic Engineering and Design GRID 22. The research achievements presented here are also valuable to the scientific and professional community and are highly appreciated.

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