危機時的品牌成長

Revisiting brand-building during the COVID-19 pandemic 新型冠狀病毒全球大流行之際重新審視品牌塑造

益普索(Ipsos)對於品牌成長的觀點著重於強調消費者決策情境的重要性。突發性的社交距離和居家隔離意味著意想不到的情況,也連帶影響品牌消費。與親朋好友間的社會互動被新的「繭居」模式取代,家人被拉攏在一起。這亦將會改變消費者對於品牌的選擇。消費者的行為會適應且改變,而不管這樣的行為改變是否持續,可以確定的是,對今天的品牌來說,了解市場狀況絕對是重要的關鍵。
 
如同顧客在這充滿不確定的時刻所面臨的挑戰,品牌本身也正面臨不同以往的市場變化,這其中的變化可能會從根本上挑戰既有品牌建構過往所遵循的種種規則。
 
在這篇文章中,我們將會質疑一些對於品牌塑造的黃金守則,探究那些傳統的品牌塑造觀點與益普索(Ipsos)對品牌的看法有何差異,特別是在這樣危機的時刻裡可以有哪些不同。我們將提供不一樣的觀點來幫助品牌度過眼前的危機並在後危機時代中能屹立不搖。
 
Ipsos’ way of understanding how brands grow highlights the importance of context in consumer decision-making. The sudden escalation of measures to tackle the spread of COVID-19 has ushered in unexpected circumstances, in turn influencing brand purchases.
 
While consumers face challenging times and are in a state of uncertainty, brands are also bracing themselves for a different landscape where the dynamics at play could fundamentally challenge the brand-building playbook.
 
In this paper, we question some ‘golden rules’ of brand-building, exploring how this conventional wisdom stands up to Ipsos’ point of view on brands and – in particular – what needs to be done differently in the current challenging circumstances. We present some alternative perspectives to help brands to strive now and in the new normal of the post-crisis world.