Özet:

The first COVID-19 pandemic occurred in Wuhan, China, and has rapidly spread throughout the world and has been declared pandemic by the World Health Organization. During this period, compulsory quarantines, work from home, the physical closure of most have also shown their impact on consumer behavior, as it has created transformation and change in many aspects. The orientation of consumer behavior to different products or shopping styles has also been a driving force in developing marketing strategies in accordance with the changing consumer structure of brands. The most obvious change during this period is the transfer of most shopping to the online environment. Brands that have not previously met the online environment have now made their strategies suitable for this environment. In addition, customers who have not previously experienced online shopping are also obliged to prefer this channel and brands are directed to strategies that will ensure the continuity of this type of customer. In this study, the essence of these strategies is studied, there are also findings about the continuity of brand strategies that change in the process called the new normal and post-pandemic.

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