Guest blog by Maarten Koolen of Intellectual Property Brands deal with the coronavirus in different ways. For example through social distancing. Local shops, supermarkets and hardware stores do this by staying open, but adhering to all restrictions as much as possible. But there are also very striking actions. One party tries to take a hit from COVID-19, also known as Corona. Other brands show involvement and therefore get a lot of exposure for free.
Here you can read more about image and branding. Image includes the image that people have about the company in the market, and that can therefore be different than the company actually is. That is the identity. With branding you come to the desired image, which is typically much more positive than the current identity or image. Branding is primarily brand and product oriented. Image is more business-oriented, just like having the image of being a 'green' bank.