BRAND PERFORMANCE IN THE COVID-19 PERIOD

The COVID-19 pandemic has impacted business to a large extent. The lockdowns affected the daily business processes. Manufacturing units were shut down. Baring essentials and medical products all other supplies were shut down. Movement were restricted. This had a huge impact in the economy. The unlocking started with the business houses slowly coming back to regular operations. The pandemic brought in several changes in business operations. The digital mode gained prominence during the pandemic and is growing at a fast rate. Brands underwent transformations in mode of operation and strategy changes to meet the requirements of customers in the changing environment