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Ngonidzashe Taruvinga Correspondent
One thing about brands—whether they are for product or service provision—is that at some point in the future may face a brand crisis, and usually when that strikes there must be a brand management strategy to protect itself from public scrutiny, shame and mistrust.
There are certain unexpected events which can occur that are detrimental to a brand, and usually, companies’ communication and brand management teams have a way of protecting their brand(s).
Corona Extra, one of the top-selling beers globally owned by Constellation Brands, is currently facing a severe brand crisis amid the novel coronavirus disease (COVID-19) outbreak, because of name similarities.
This is posing a negative effect on their brand, resulting in the public desisting from purchasing the beer, and also causing a drop in the company’s stoke by eight percent as of late February.
Corona Extra and Coronavirus are two separate and totally different things, although they have similar names, the former is a Mexican beer and the latter a type of virus. The virus particles have a crown like structure, hence the name corona, which is derived from the Latin language meaning a crown.
Corona Extra is a Mexican lager with a yellow crown logo, produced in Mexico. It has gained popularity, especially in the United States of America through its sponsorships and effective production, marketing and branding strategies.
However, since the outbreak of coronavirus, Corona Extra, has experienced sceptics, mainly by individuals unaware of the difference between the beer and COVID-19. Some people think the virus is as a result of the beer which is seen by a hike on Google Trends in early February with insane searches such as “corona beer virus” and “beer virus”.
Corona Extra beer lovers must have questioned on the product management team’s take towards the naming of coronavirus. The management must have had a panic relief when the virus started being effectively referred to as COVID-19 as this also indirectly helped them clear the confusion by most people on whether the beer and virus are linked.
But the power of media with the use of the hyperbolic theory, has already instilled the corona term in a majority of people’s minds through The World Health Organisation (WHO) and respective country’s health ministries’ ongoing virus awareness campaigns.
In such a crisis, the best strategy for Corona Extra’s brand management team is to provide knowledge on the outbreak of the virus and show that it is not linked to their brand whatsoever.
Effective dissemination of information is vital through all media channels, from emailing stakeholders, informing clients through social media, and also using the Press to channel their messages to the public. Bad news can go viral with the advent of social media, so it is imperative that Corona Extra’s communications department alters the negative messages that show a link between their brand and the virus.
Although not too much information should be provided, minimal, but effective messages are good enough. Informing the public at the right time helps maintain the company’s sales and earn consumers trust which entails a steady ground from being overtaken by competitors.
This crisis comes after a disease that has had a negative impact on the loss of thousands of lives and the victims’ families. Dealing with such a brand crisis is critical and Corona Extra should by all means protect their brand with sympathy towards COVID-19 victims.
The way Constellation Brands would deal with this crisis will have a lasting effect on their reputation globally. The messages will also show how sympathetic they are towards the affected people, but at the same time, need not give the impression that they are heavily willing to provide aid to the affected people as this might raise eyebrows appearing as if the coronavirus is linked to their beer. Critical thinking and action must be considered well in dealing with this crisis.
Once a message is out, it is difficult to predict how long it will be discussed based on the public’s response towards it. After a huge brand crisis, some companies ought to rebrand their product(s), but for a massive company like Corona Extra with a huge turnover, it is critical as it would be costly, cause a loss in capital and recognition.
In essence, one of the best methods to protect such a brand is to inform the confused public by means of advertising that there is no link with their beer and the virus. The good side about Corona Extra is the massive support it has from its clients due to their ecstatic customer service and consistency in brewing.
Online Reporter