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Summary
This multi-year project’s objective is to understand how brands reacted to the events of 2020 and what the long-term implications were. In that fateful year, brands encountered a pandemic-driven recession, lockdown and periods of social unrest, along with the impact of economic stimulus, leading to the current state of inflation. Questions this study looks to address include, what happens to a brand’s market share if it goes “dark.” Was this different than previous recessions? How long was recovery? Did small brands take advantage of inexpensive media and if so, how did this affect their market share? Findings from the initial year are now available.
