Social Brands: the future of Branding?

With the new communicational reality, a new paradigm is here to stay. Brands have become more human, more responsible and activists. The relationship with consumers and other stakeholders has never been more thought out and planned. Today, it is the consumer who praises, but also criticizes, listens, but also speaks, acts, interacts, analyzes and talks. In a world where every consumer has an opinion, the power of brands is increasingly entrenched be-tween the values it defends and the attitudes it practices, and, on the other hand, the image and opinion it transmits and the way they are perceived. In this context, the “social brands”construct emerged. What is a social brand? What characterizes it? What defines it? That is the question that this paper aims to answer. The authors postulate that the current consumers, consider and have preference for brands that are guided by a sustainable policy, value people and animals, defend social causes and, simultaneously, have an active presence in the digital world