On the Sources of Brand Value of Textile Enterprises - Multiple Case Analysis in the Fight against COVID-19

In this paper, four sources of corporate brand value are summarized and demonstrated in relation to their respective response and measures against the recent COVID-19 pandemic: quality, innovation, rapid response, and social responsibility. Then, using the case study method, the textile enterprises with excellent performance in combating and responding to COVID-19 on the list of China's 500 Most Valuable Brands recently released by the World Brand Lab were selected for case analysis to find out and verify the ways of textile companies to enhance brand value in light of this pandemic.