To study the process of building brand image by the brands in post COVID- 19 era

1. Presented By:
ROBIN GHOSH (120097)
SIP PROJECT ON
BUILDING BRAND IMAGE
IN POST COVID-19
ERA:NEED,CHALLENGES
AND OPPORTUNITIES

2. CHIEF MOTIVATIONS
• To identify the problem statement
• To know the need’s of building brand image in post COVID-19 era.
• To determine the challenges faced by the brands in post COVID 19 era.
• To identify the opportunities for building brand image in post COVID-19 era.
• To interpret the consumers view on brand's response to the COVID-19 era.
• To recommend the possible ways which could help in building brand image.

3. PROBLEM
STATEMENTS
Do brands matter in times of human crisis?
Is there anything we can do to slow the erosion of
brand image?
How do we best respond to change? What should
we be doing today to be in a position of strength
when the crisis inevitably passes?
Is there something our brand can do to help right
now?

5. NEEDS
 With most activities shut down and people now practicing social distancing in order to prevent the spread
of coronavirus (COVID-19), this is probably the most testing time for most brands to connect with their audience.
 Building a Brand image with new customers and maintaining the pre-existing ones will be now more difficult, than it
has been in the recent past.
 With most organizations already dealing with a slowdown, if not a complete shutdown, marketing during this period
will need a lot of creativity and tact to ensure that the message of the brand is effectively communicated.
 It is that time when we identify the difference between our NEEDS and WANTS.As it will have a Major impact on how
consumers interact with brands in upcoming days.
 Brands provide social and collective advantages to their consumers, In the current COVID-19 era, the social
responsibilities of brands have become even more important.
 In the post COVID- 19 era, there is a urgent need of meaningful brand communications that can be channelized
through Meaningful Media platform
 As General and modern trade channels are shut down and working with limited capacity, it has resulted in consumers
switching to online shopping
 Because of the availability of contactless and door-to-door deliveries system, E-commerce platforms have also
observed an upward movement.

6. CHALLENGES
• Brands are facing challenges like maintaining supply chain and meeting the demand of selected product
categories due to excessive and bulk ordering of those products. The reason behind this is the uncertainty and
limited availability of goods in the upcoming future.
• Brands are facing demand-supply deficit in the market which is resulting in penetration by counterfeiters at a
rapid rate.
• Products such as sanitizers and personal protective equipment (PPEs) are supplied by counterfeiters during the
pandemic is also a major challenges for the brands to tackle.
• Huge amount of stocks is stuck in plants, warehouses and in-transit, due to which companies are not able to
push stocks in the downstream supply chain. Expired or near expiry is pushed in the market as a result price.
• An erosion of brand equity and customer loyalty is observed .

7. OPPORTUNITIES
Immunity Marketing-
• Brands have to focus on adaptive immunity, addressing specific areas that have changed since the crisis and scanning for new
threats -- these can come from changes in customer expectations
• Through immunity marketing marketers can build systems to meet unforeseen challenges, blocking out invaders and
mounting a defence that helps them not just survive, but thrive in the new normal
Social Media Marketing-
• As we approach your social media marketing during these more sensitive times, brands can try telling a story with messaging.
A story can be conveyed about the brand’s impact in a few different ways.
• As everyone takes to social media for their entertainment, brands will be competing against every other company to grab the
attention of the consumers. . Now is the time to invest in the work brands are putting out.
Digital Marketing -This provides the perfect opportunity for brands to reach a wide network, and there is also decreased activity
by competitors which could further improve digital outreach.

8. LITERATURE REVIEW
• Brands need to make it less about themselves and more about the people. They need to build trust by setting brand
objective aside and helping people recover.
• Brands that falls in the categories of physiological and safety needs will recover quicker versus those in the self-esteem
and self-actualization needs.
• Brands will need to plan for an agile channel strategy which means they must able to adapt to changing market
conditions in order to stay ahead of the competition.
• There would be increased attention to the origin of products, much more in India than in Europe and the US
• Brand switches in India would be common and easier especially when brands are not easily available
• The purchase behavior will have a new concept by corporates and retailers as touch-and-feel, impulse and social
interactions will reduce
• There will be trust issues between brands and consumers but if there is more transparency in the operations it will help
in solving the trust issues.
• Only 59 per cent of Indian consumers said they would be happy with the same brands, depicting a shift in brand loyalty.
• Consumer will be switching from expensi.ve brands to cheaper alternatives. They are likely to spend less now

10. CASE STUDY ON BUILDING BRAND IMAGE DURING
COVID -19
Swiggy
Challenge:
• Phobia regarding ordering food online
• Curb fake news towards food delivery as one of the foremost carriers of the virus
Approach:
• Rather than talking about brand’s preventive measures – They educated the users on precautions to be taken while
ordering food online
• Partnered with top online publishers, & published over 25 articles across languages
Result:
• 3x return to the app (post-campaign)
• Orders increased by approximately 5%+
• Overall reach - 10 Mn+

11. Tata Trucks
Challenge:
• In the COVID-19 outbreak in India, the trucking industry has never been busier.
• Truckers are trying to navigate growing challenges on highways and at loading docks, as they seek to keep the supply
chains running to meet surging coronavirus-driven demand for consumer staples and medical equipment.
Approach:
• Tata Motors decided to salute the spirit of unsung heroes – the unstoppable Indian truck drivers with the campaign
#ThankYouIndianTruckers – video released in eight languages (including vernacular).
Result:
• Impressions - 58 Mn
• Reach - 20 Mn
• Views - 16 Mn
• Click - 7.78 Lakhs

15. RESEARCH METHODOLOGY CONSIDERATIONS
Objectives of the Study:
• To analyze the Needs Challenges & Opportunities in building Brand image
• To know the consumers, view towards Building brand image in post COVID-19 era.
Research Methodology:
• The Research is Exploratory Research. The data is collected through 128 consumers
Sample Design
• The method used for sample technique is random sampling method.
Sample Size
• 128 Consumers
Tools of Analysis
• By using Questionnaire Method.
Data Collection
• Source of data for this project are both primary and secondary.
Limitations
• The respondents were limited and cannot be treated as the whole population.
• The respondents may be biased.
• Time was the major constraint.
• The accuracy of indications given by the respondents may not be consider adequate

16. INTERPRETATION
 80% of respondents believes that there will be a long-lasting impact of COVID-19 on brand image and rest 20% believes that it will
not last long.
 43% of respondents said that the impact of COVID-19 on brands will be stronger one. Another 43% said that it will have a moderate
impact. Also, there was 13% of respondents who said that it will have a minor or no impact on brand image.
 There was 27% of respondent who said brands are not prepared,63 % said that they are somewhat prepared and only 11% believed
that they were very prepared by the challenges brought by the COVID-19.
 9% of respondents said that brands were not concerned about their brand image,40% felt that brands were very concerned about
their brand image and remaining 52% felt that brands were somewhat concerned about their brand image.
 109 out of 128 respondents said that COVID-19 had a social impact on brand image and rest of them said it had a cultural impact on
brand image.
 78% of respondent said the COVID 19 impact on brand image will be temporary and the rest 23% said that there will be a permanent
impact of COVID-19 on brand image.
 61% of respondents believes that there will be long term impact of COVID-19 on brands while 39% of them said that the impact will
be a short term one.
 67% of respondents said that COVID-19 will force the brands to change their marketing strategy. Also, there was 5% of respondents
who said it won’t force the brands to bring change in marketing strategy, while rest were unsure.

17.  There was only 44% of respondents who have heard about new brands while other 56% did not heard about any new brands during
pandemic.
 48% said that brand actions have impact on their trust at this time of crisis,19% denied that actions taken by the brands affecting their
trust in them.
 59% of respondents said that brand will serve the customers in the same way as they were serving before COVID 19 while 41% said
they can’t serve them as they were served before.
 46% said that they will buy more of branded products and 13% denied of buying any branded products post COVID-19. Remaining
respondents were neutral.
 53% said that they will keep buying the same brand product post COVID-19 which they were buying before pandemic.12% said that
they won’t buy the same brand.
 Only 28% of respondents agreed to the fact that brands will stop advertising post COVID-19 while 24% disagreed and rest were
neutral.
 62% of respondents said that there is an opportunity for brands to rebuilt their strategy and there was 36% of respondents who
believe there is no such opportunity of rebuilding.
 54% respondents agree that consumer may not remember what brand said but remember what they made them feel.
 65% of respondents have observed support/help from brands during pandemic and 35% have seen no support from brands during
pandemic.
 68% of respondents said the brands will keep on supporting even when the pandemic gets over while remaining 32% believes the
brand will stop its support/help after pandemic gets over.
 34% of respondents of total respondents agreed to the fact that brands are offering a positive perspective during pandemic.

18.  61 respondents have found new brands on social media,18 found out on post in blogs and 9 found out through celebrity
endorsements.
 48% said that brands were using the name of coronavirus to promote their brand image while 17% did not agreed to this. Rest of
them were neutral.
 65% of respondents expects brands to come with some new goods and services post COVID 19, while 9% doesn’t expects any
new product or services post COVID 19. Rest 26% were not sure.
 Only 40% of respondents agreed that the brands will be able to relate with the consumer post COVID 19.
 60% of the respondents expects more communication from the brands post COVID 19 while 9% do not expect any
communication from them.
 60 respondents said that hygiene & safety was most prior followed by brand name, packaging, price and brand visibility &
communication.
 There were 38% of respondents who believe that investment in technology by the brands will increase by 50%, 10% believes that
it won’t make a difference and the rest 52% believes that it will increase but not by 50%.
 48% of respondents believed that brands that has both online and offline channels will sell more post pandemic and 31% said that
it will depend upon other factors
 38% of respondent feels that online shopping preference during COVID 19 is just a temporary phase.29% of respondent feels no
it’s not a temporary phase, shoppers will not come back to stores for most purchases.
 43% of respondents believe that e commerce will soon overtake physical retail stores and brands that do not sell online will lose
while 31% of the respondents disagrees to this concept.

19. RECOMMENDATIONS
• Changing Brand Campaigns
• Drawing attention to the Strengths of the Brand
• Getting a powerful CRM Tool
• Bringing the Workforce and Employees forward
• Adapt to new Product Offerings
• Support and encourage Charitable Activities
• Extra attention on making a brand essential in long term
• Not Encouraging Fear and Panic