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Crises are moments when citizens are beckoning on the political leaders for necessary action. As a president, one is expected to change the narratives during the pandemic that split the world. This analysis aimed at investigating the American government’s response to the critical crisis of COVID-19 and its policy implementation.

The study explored a case point method using a narrative and qualitative analysis to diagnose the USA’s response to the COVID-19 crisis. An exploratory approach was further adopted to finetune the case study report.

The analysis demonstrates that Trump’s power dynamics were weak in the USA and lacked crisis control even as the President that the entire nations of the world were looking up to. The case study report also showed that Trump did not possess the audacity of resilience to manage the crisis. The analysis provides us with how presidential leadership under Trump placed the USA in a state of colossal failure enmeshed with high rates of COVID-19 cases, deaths and unending incapacity to create a fundamental consensus in the fight against the COVID-19 pandemic today. This report shows Trump aged prolonged inability to drive governance mechanisms in the US and illustrated pockets of failures in decision analysis and information dissemination as a leader.

The study revealed how incompetent Trump was in responding to the crisis. This study has provided academia with an understanding of leadership dynamics and behaviour through a Nigerian scholar lens and a sociological perspective.

The purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry. Specifically, consumer brand associations from user-generated content (UGC) and company brand associations from firm-generated content (FGC) are explored to measure the alignment between brand identity and brand image. The selected context of research is the beverage industry wherein companies are called on to develop appropriate digital websites and brand communication strategies to enhance the consumers' brand experience.

The authors introduce a research approach that integrates netnography with text mining analysis. Since brand associations were the basis of the study’s analysis, the authors focused on text mining procedures, providing data (co-occurrences) corresponding to brand associations that consumers perceive and that the company communicates. Data were used to develop the measurements of brand alignment.

The main findings of this research highlight the importance for both scholars and practitioners of determining brand alignment of beverage products in online communities. Knowing the alignment between the way a company communicates its brand identity and how this is perceived by consumers allows for effectively reviewing brand communication.

Although the combined analysis of the alignment between brand image and brand identification has received attention in marketing literature, most scholars have neglected how to measure brand alignment. This is a need for many marketing managers in the coffee industry who are now moving in digital environments where the role of consumers is not that of receivers of brand communication but rather that of cocreators of brand value.