The Brand Finance Brand Leadership April 2020 report highlights the impact of the pandemic on brand value and leadership. The report notes that regulations, decrees, and government decisions are changing rapidly, and most big corporations are planning in three horizons. Coca-Cola is planning its response to the pandemic in three phases: strict social distancing, a period of graduating, and a new "normal." The report also suggests that brands are responding to the pandemic in three phases: during the pandemic and lockdown, brands have adapted to remote working, online entertainment consumption, and online shopping, which has forced many corporations to accelerate digital transformation. However, the lifting of governmental restrictions will be followed by a profound recession, and brands face risks such as undesirable hoarding behaviors, the rise of the secondary market for counterfeits, and the need to communicate effectively in a rapidly changing environment.
