The Evolving Role of Brand Managers in a Networked and Postnormal World
<p>In an increasingly volatile and networked global marketplace, the role of brand managers is undergoing profound transformation. This chapter explores how brand managers can sustain relevance by adopting adaptive leadership frameworks that integrate sustainability, ethical stewardship, technologic...
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| Formato: | Capítulo de libro |
| Lenguaje: | inglés |
| Publicado: |
IntechOpen
2026
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| Acceso en línea: | https://www.intechopen.com/chapters/1237106 |
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| _version_ | 1879164885893382144 |
|---|---|
| author | Gronfula, Auhud |
| author_browse | Gronfula, Auhud |
| author_facet | Gronfula, Auhud |
| author_sort | Gronfula, Auhud |
| building | IntechOpen |
| collection | Acceso abierto |
| description | <p>In an increasingly volatile and networked global marketplace, the role of brand managers is undergoing profound transformation. This chapter explores how brand managers can sustain relevance by adopting adaptive leadership frameworks that integrate sustainability, ethical stewardship, technological fluency, and collaborative stakeholder engagement. Drawing on a conceptual synthesis of contemporary branding literature, complemented by illustrative case examples from global firms such as Nike, Unilever, Starbucks, and Tesla, the chapter develops a holistic framework for understanding brand management in postnormal contexts. The analysis identifies three critical shifts. First, brand managers are evolving from custodians of communication into orchestrators of multistakeholder ecosystems, facilitating cocreation and alignment across complex networks. Second, the integration of ethical authenticity and sustainability into brand strategy has become central to maintaining consumer trust and long-term resilience. Third, the adoption of emergent technologies and advanced analytics enables hyperpersonalized engagement while raising important considerations of digital ethics and consumer privacy. The chapter contributes to branding scholarship by bridging theories of cocreation, digital transformation, and adaptive leadership under volatility, uncertainty, complexity, and ambiguity (VUCA) conditions. For practice, it offers actionable insights into how managers can embed sustainability and resilience into brand identity, foster transparent relationships, and leverage analytics to anticipate disruption. While conceptual in nature, the framework lays the groundwork for future empirical research into the evolving competencies of brand managers across industries and cultural contexts.</p> |
| doi_str_mv | 10.5772/intechopen.1014538 |
| first_indexed | 2026-10-15T21:41:27Z |
| format | Book Chapter |
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<dc:title>The Evolving Role of Brand Managers in a Networked and Postnormal World</dc:title>
<dc:creator>Auhud Gronfula</dc:creator>
<dc:subject>Social Sciences and Humanities</dc:subject>
<dc:description><p>In an increasingly volatile and networked global marketplace, the role of brand managers is undergoing profound transformation. This chapter explores how brand managers can sustain relevance by adopting adaptive leadership frameworks that integrate sustainability, ethical stewardship, technological fluency, and collaborative stakeholder engagement. Drawing on a conceptual synthesis of contemporary branding literature, complemented by illustrative case examples from global firms such as Nike, Unilever, Starbucks, and Tesla, the chapter develops a holistic framework for understanding brand management in postnormal contexts. The analysis identifies three critical shifts. First, brand managers are evolving from custodians of communication into orchestrators of multistakeholder ecosystems, facilitating cocreation and alignment across complex networks. Second, the integration of ethical authenticity and sustainability into brand strategy has become central to maintaining consumer trust and long-term resilience. Third, the adoption of emergent technologies and advanced analytics enables hyperpersonalized engagement while raising important considerations of digital ethics and consumer privacy. The chapter contributes to branding scholarship by bridging theories of cocreation, digital transformation, and adaptive leadership under volatility, uncertainty, complexity, and ambiguity (VUCA) conditions. For practice, it offers actionable insights into how managers can embed sustainability and resilience into brand identity, foster transparent relationships, and leverage analytics to anticipate disruption. While conceptual in nature, the framework lays the groundwork for future empirical research into the evolving competencies of brand managers across industries and cultural contexts.</p></dc:description>
<dc:publisher>IntechOpen</dc:publisher>
<dc:date>2026-03-25</dc:date>
<dc:type>Chapter, Part Of Book</dc:type>
<dc:identifier>https://www.intechopen.com/chapters/1237106</dc:identifier>
<dc:identifier>doi:10.5772/intechopen.1014538</dc:identifier>
<dc:language>en</dc:language>
<dc:relation>ISBN:978-1-83635-923-4</dc:relation>
<dc:rights>https://creativecommons.org/licenses/by/3.0/</dc:rights>
<dc:source>https://www.intechopen.com/books/1004773 ; Brand Culture and Management - Adding Value in the Age of Artificial Intelligence and Sustainability</dc:source>
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| id | intech-1237106 |
| institution | IntechOpen |
| isbn | 978-1-83635-923-4 |
| language | English |
| last_indexed | 2026-10-15T21:41:27Z |
| publishDate | 2026 |
| publishDateRange | 2026 |
| publishDateSort | 2026 |
| publisher | IntechOpen |
| publisherStr | IntechOpen |
| record_format | oai_dc |
| spelling | intech-12371062026-03-25 The Evolving Role of Brand Managers in a Networked and Postnormal World Auhud Gronfula Social Sciences and Humanities <p>In an increasingly volatile and networked global marketplace, the role of brand managers is undergoing profound transformation. This chapter explores how brand managers can sustain relevance by adopting adaptive leadership frameworks that integrate sustainability, ethical stewardship, technological fluency, and collaborative stakeholder engagement. Drawing on a conceptual synthesis of contemporary branding literature, complemented by illustrative case examples from global firms such as Nike, Unilever, Starbucks, and Tesla, the chapter develops a holistic framework for understanding brand management in postnormal contexts. The analysis identifies three critical shifts. First, brand managers are evolving from custodians of communication into orchestrators of multistakeholder ecosystems, facilitating cocreation and alignment across complex networks. Second, the integration of ethical authenticity and sustainability into brand strategy has become central to maintaining consumer trust and long-term resilience. Third, the adoption of emergent technologies and advanced analytics enables hyperpersonalized engagement while raising important considerations of digital ethics and consumer privacy. The chapter contributes to branding scholarship by bridging theories of cocreation, digital transformation, and adaptive leadership under volatility, uncertainty, complexity, and ambiguity (VUCA) conditions. For practice, it offers actionable insights into how managers can embed sustainability and resilience into brand identity, foster transparent relationships, and leverage analytics to anticipate disruption. While conceptual in nature, the framework lays the groundwork for future empirical research into the evolving competencies of brand managers across industries and cultural contexts.</p> IntechOpen 2026-03-25 Chapter, Part Of Book https://www.intechopen.com/chapters/1237106 doi:10.5772/intechopen.1014538 en ISBN:978-1-83635-923-4 https://creativecommons.org/licenses/by/3.0/ https://www.intechopen.com/books/1004773 ; Brand Culture and Management - Adding Value in the Age of Artificial Intelligence and Sustainability |
| spellingShingle | Social Sciences and Humanities Gronfula, Auhud The Evolving Role of Brand Managers in a Networked and Postnormal World |
| title | The Evolving Role of Brand Managers in a Networked and Postnormal World |
| title_full | The Evolving Role of Brand Managers in a Networked and Postnormal World |
| title_fullStr | The Evolving Role of Brand Managers in a Networked and Postnormal World |
| title_full_unstemmed | The Evolving Role of Brand Managers in a Networked and Postnormal World |
| title_short | The Evolving Role of Brand Managers in a Networked and Postnormal World |
| title_sort | evolving role of brand managers in a networked and postnormal world |
| topic | Social Sciences and Humanities |
| url | https://www.intechopen.com/chapters/1237106 |
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