Navigating the Unknown: A Study on How the Brand Manager Role Evolves in Response to the Metaverse as a New Branding Context

Sammanfattning: The evolution of the digital landscape through emerging technologies presents brand managers with a new context for managing their brand: the metaverse. This thesis investigates how the role of the brand manager and the related brand management practices evolve in response to this. The method used followed a qualitative approach, conducting semi-structured interviews with professionals working in the field. These findings enabled us to draw meaningful conclusions and revealed a brand manager role that is increasingly gaining complexity. The new context that brand managers operate in impacts how they engage in strategy formation, resulting in strategies that foster learning and experimentation. The findings ultimately reveal a paradigm shift in the brand manager’s role, manifesting itself in the relationship between the brand and consumers.