Communication Strategy of Brands in Crisis

This paper investigates the concept of communication strategy, its emergence, features of construction and dynamics of changes in the crisis period from 2014. An analysis of the occurrence makes it possible to understand the prerequisites and importance of strategic planning in an advertising agency. In accordance to the theoretical analysis of the literature, investigation of brand communication strategies and expert interviews, author identifies key principles of the effectiveness of various types of communication messages, and focusing on various elements of the brand communication strategy which effectively promote the brand in crisis. The quantitative survey made it possible to study the reaction of consumers to different types of messages. Thus, the main goal of the work is to identify the key components of effective brand communication in a crisis terms according to their communication strategy. The author formulated the following tasks: (1) To investigate the structure of strategic planning in advertising agency and the working order of the staff of the strategic planning department; (2) To analyze definitionы of brand and brand platform concepts and their role in the context of building communication strategies; (3) To investigate the economic situation in Russia after the onset of the crisis since 2014; (4) To investigate the features of the construction and dynamics of changes in brand communication strategies during the crisis period; (5) Identify the key components of effective communication in a crisis in different sectors and market segments;