Branding the Pandemic : Coronavirus, COviD19 or SARS-CoV-2

While this paper has not taken the health implications of the Coronavirus for granted and recognises that the pandemic has affected everyone around the world, it asks if coronavirus is recognised brand? As many governments, businesses and individuals has worked on co-creating this brand, should a pandemic be branded? For whose benefit? Better still, should it be left alone? Theoretical explorations of these questions are relevant to practitioners, policymakers and academics in order to understand how governments are dealing with their campaign strategies, how business is joining the bandwagon by using the COVID-19 brand to build their reputation and to figure out how consumers are engaging with it