Advances in Brand Management Strategies: Conceptualising the Interrelationships among Emerging Brand Concepts

Abstract

The literature on brand management is continuously evolving in response to the rapidly changing business landscape. Recently, the concepts of brand activism, brand bravery, and sustainable branding have come to light as effective branding strategies and techniques. Unfortunately, the shortage of scholarly literature limits our comprehension of these concepts. To build a solid understanding of the interrelations amongst those notions, this study aims to analyse the available literature on these important brand management issues. The findings indicate that on the one hand, brand bravery is a distinctive brand personality attribute that is likely to trigger positive outcomes, i.e., consolidating brand identity, credibility, authenticity, and brand equity. On the other hand, brand bravery could also backfire. The study also confirms that while the concepts of brand bravery, brand activism, and sustainable branding are related and can overlap, they each have their unique focuses. This study serves the interests of marketing scholars and professionals alike and provides valuable implications for researchers and practitioners.