Social Brand Management in a Post Covid-19 Era

Conclusion

DOI: 10.4324/9781003382331-7

Brands have always taken products and services beyond themselves. Throughout the times, brands have developed and evolved, adding an infinite amount of complementary layers to products and services; ensuring their provenance and quality; telling the story of how they came to be and becoming the building blocks of the many stories that consumers can create; associating products and services with moments, aromas, memories, emotions, experiences, and aspirations; and endowing them with an identity, a personality, a sense of humor, a lifestyle, and a social status.

Brands are, in their essence, connectors. They are connectors between the creators, makers, and providers of products and services and those ...