Posicionamento e identidade: uma análise do rebranding de marcas durante a pandemia de covid-19

Abstract

The COVID-19 pandemic impacted the world on every level possible and imaginable. Brands had to reinvent themselves to stay in the market and keep up with their consumers. This paper analyzes the rebranding actions of brands during the period of the COVID-19 pandemic. From an exploratory research, with literature review, a survey of the companies that performed these actions was carried out, with changes that marked a positioning to combat the coronavirus. Using the Content Analysis (BARDIN, 2011), the pieces of the actions were analyzed and categorized. The concepts of brand, branding and rebranding were explored from authors such as Kotler (2000), Aaker (1998), Tomiya (2010), Neumeier (2008), among others. The research showed that companies such as Mercado Livre, Mcdonald's, Coca-Cola, Dove, among others, have made changes as part of a strategic positioning of humanization of brands to create emotional bonds, identification and closeness to their consumers.