Brands Strategies in Force Major Circumstances

Abstract

Today, in the conditions of unstable situation and world crisis, the question of vision of the current situation, strategic review and elaboration of business models of doing sustainable business, support of brands under force majeure becomes quite relevant, especially during a pandemic . The current period of price collapse and market "starvation" comes with a period of market expansion and consumer demand. In today's unprecedented business climate, many leaders make ill-advised decisions under the most extreme short-term pressure [1]. According to K. Gaskell, EX-CEO of Porsche UK, BMW UK, Lamborghini UK, founder of 3 international companies, businessman and head of IT startups,[2] the key task of the head of the company to ensure business success, brand awareness, profit, growth after the end of quarantine (cost minimization, regular briefings, updated and verified information, communication, open and sincere atmosphere, discussing long-term goals and short-term successes, UGC, specific actions) forces the manager to be a leader and set the company up for success. In the context of the long-term strategy customer support and focus, product quality, service, developing online branding strategies, communicating with customers, engaging consumer audiences in promoting and supporting the company brand in any field (Coca-Cola, Evian Mineral Water, EO Essential Oils in partnership with Lyft, Pret, Nova Poshta in partnership with Rozetka, ATB (Ukraine), Yves Rocher Ukraine, Southwest, Chanel) are taken into account. Of course, in the event of force majeure (COVID-19), strategic business management is based on confidence, the soundness of the built-in brand management model, a clear presentation of goals and tools to achieve them, corporate responsibility of all staff.In general, key principles and techniques for companies that are committed to long-term success and worldwide recognition are teamwork, rapid adaptation to new conditions, engagement, communication, focus on success, success and innovative solutions to promote and support your brand.