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COVID-19：您的品牌将成为非洲的英雄还是零？

# COVID-19：您的品牌将成为非洲的英雄还是零？

邓肯·马奎尔
- 16 4 月 2020

### 品牌所有者可能想知道非洲的 Covid-19 情况如何。

乍一看，它与世界其他地方非常相似——在撰写本文时，包括博茨瓦纳、埃及、加纳、肯尼亚、莱索托、马达加斯加、毛里求斯、马里、纳米比亚、尼日利亚、卢旺达、南非、突尼斯、乌干达和津巴布韦。

但它也非常不同。尽管非洲人口年轻，但非洲大陆似乎没有能力应对 Covid-19。数亿非洲人生活在人满为患的破败地区。在 www.dw.com 上发表的一篇评论文章中，作者指出这些地区缺乏淡水、缺乏卫生设施和高发病率。自我隔离几乎是不可能的。封锁不仅可能无效，而且不受欢迎且难以执行。

转向品牌价值。未来几个月，非洲人将密切关注品牌。他们会注意到许多人已经没有做正确的事情。

与许多其他国家一样，南非已下令停止所有商业活动，但那些必不可少的活动除外。它创建了一个系统，提供基本服务的公司可以通过该系统进行注册。但是已经存在广泛的滥用行为，当局威胁要对那些错误注册的公司进行点名和羞辱。以及许多其他公司——未能为员工提供必要的防护工作服和设备的公司，以及未能加强社交距离的零售商。与此同时，竞争主管部门正在调查有关洗手液、口罩和卫生纸等必需品定价过高的指控，这些指控涉及大型连锁店。

但消息也不全是坏消息。一家南非媒体巨头已将其部分设施用于公共卫生服务，并捐赠了大量个人防护设备和医疗用品。一家大型零售商创建了一家移动商店，向无法到达商店的人出售基本商品。另一家大型零售商已捐款为医务人员购买防护服。会有愤世嫉俗者将此类行为视为战略性而非真实性，但总的来说，此类行为可能会对品牌价值产生积极影响。

也许值得提醒自己品牌是什么。正如 Doug Stephens 在最近发表在《时尚商业》上的一篇文章中所说的那样，品牌就是别人对你的看法和看法。当疫情结束'*消费者不会开始寻找他们希望可以信任的品牌，他们会根据之前观察到的行为选择他们已经相信可以信任的品牌。*

也许值得记住的是，我们所经历的既非同寻常又是暂时的。

在知识产权方面，我们最近看到了一些真正精彩的举措，例如共享和免费许可涉及安全设备的知识产权，以及麦当劳和大众等知名品牌放弃了一些品牌刚性并临时修改其标识以强调社交距离信息。

但是当这一切结束时，正常服务将恢复。品牌价值很重要。

*本文首发于《世界商标评论日报》。*