The topic for my term paper is "Change in brand communication and product strategy due to COVID-19 Pandemic."
Therefore I'm looking for certain theories by scholars to connect it with my topic.
As far as i know there is no theory related to brand communication and product strategy due to COVID-19 pandemic. I don't know what sort of a research you are pursuing. So from a general viewpoint I would suggest you to take up Abraham Maslow's theory of hierarchy of needs. You can classify the customers in various classifications, justify their fascination for certain types of brands and on the basis of that suggest product strategies. This theory is also very easy to link to your studies.
Thank you.
Best regards,
Anamitra Roy.
Look for Integrated Marketing Communication (IMC) or Integrated Brand Promotion (IBP). Although they are usually written about as practical methods, they are theory-based.
you might want to consider the brand steering wheel. It is often applied by marketeers in the German speaking regions. Nevertheless, good inspiration and very tangible.