Act of kindness: A study on modern day crisis handling and its effect on brand identity
Purpose: This paper aims to explore and examine how companies have reacted to suddenly occurring crises in the 21st century. The paper will investigate how companies have adapted – or stayed in hiding – during the COVID-19 pandemic, and how this has impacted their corporate brand identity and their core values. The paper will introduce a new framework to be used for assessing the strategic approac
