SHIFT IN BRAND POSITIONING STRATEGY DURING PANDEMIC IN INDIA
Abstract
The paper examines for changes that occurred in consumer behavior during COVID 19 pandemic, brands must anticipate consumer behavior during this worldwide crisis to maintain a competitive edge. Brands need a shift in positioning strategy that supports and in a way help people, communities, consumers. Brands use the words immunity and safe and protect strategically to position their brands in mind of the consumers during pandemic.
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