The COVID-19 pandemic has had a wide-ranging impact on not only businesses and consumers, but also on brands, products, and labels. Several issues have been identified by practitioners and researchers, including supply chain disruptions and challenges, new ways of customer shopping, opportunities for brand competition, shifts in demand-specific product categories, and label importance in customer relationship management, among others. The papers in this book demonstrate the practical and theoretical implications of brand, product, and label management in the context of COVID-19. The themes addressed in the book contributions include healthy food consumption behavior, brand image-loyalty relationship, heritage tourism labeling, innovations, and brand performance.