Branding and Consumer Culture Research has considerably changed in recent years. Rather than assuming that brands are made by brand managers, we investigate in consumers' active involvement in co-creating, citing, and developing brands; in visuals' and algorithms' active agency in branding processes; in brand leaders and stakeholders' involvement in charismatic entrainment processes; in the role of workers and employees; social media and networks in the co-constitution of brands and brand systems. And we are aware of the importance to develop brands ethically and sustainably.