Abstract
With globalization and technological advances, the competition in the jewelry market is becoming increasingly fierce. Under the influence of the pandemic, it is even more difficult for brands like Pandora, which is positioned in the mid-market, to compete for market share. The purpose of this study was to explore the impact of Pandora’s brand identity and brand image on customer loyalty during COVID-19. Different from the previous article, it further analyzed the adjustments and improvements made by Pandora in terms of branding when it was in the face of downtown and the pandemic. Through the use of a SWOT analysis, a qualitative study was conducted. The research concluded that the brand identity and image of Pandora can positively and significantly influence the loyalty of its customers, while it is essential to ensure that the brand identity and image are consistent. Therefore, both scholars and companies should be aware of the importance of brand identity and brand image. The market and theoretical implications of the study and future studies are finally discussed.
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