SYSTEMIC REVIEW OF BRANDS AND BRAND MANAGEMENT IN NIGERIA’S COVID-19 SCENARIO

Abstract

Globally Businesses are faced with numerous challenges they contend with on a daily basis in terms of input and output indices depending on the demand of each business and location, but coping with pandemic aside the normal challenges associated with businesses could be more disastrous as it was evident during the first wave of the Covid-19 pandemic in Nigeria. This paper aims to provide a comprehensive analysis of the role of communication in actively engaging customers to make a brand survive despite stiff market/industry competition and the best communication channels needed to achieve this, most especially during a pandemic outbreak such as COVID-19. This article deployed a systematic literature review in gathering data from relevant scientific and accredited published researches collected from Elsevier, Google Scholar, PubMed, ResearchGate, and ScienceDirect using appropriate keywords relevant to the topic using the principle of the preferred reporting items for systematic reviews and meta-analysis (PRISMA). This paper reveals that social media presents a positive, engaging and sharing platform in preparing, gathering, responding, and educating people about products and services, most especially during the COVID-19 pandemic outbreak.