Brand positioning in the context of war

Abstract

The war between Ukraine and Russia has given rise to a wave of solidarity with the victims and challenges for companies. Unexpected situations, require appropriate attitudes. In this article, I present an analysis of the role played by brands, offering a macro view of how they positioned themselves in the market and the reasons for that positioning. I then present a comparison with the First World War, as brands also played an important role in it. More than the numbers involved, it was the solidarity and social pressure that stood out, both positively and negatively.