The Abu Dhabi School of Management is proud to share the academic contribution of Prof. Robert Karaszewski, Professor in Leadership and Management, to a leading international reference work in the field of branding and management.

Prof. Karaszewski contributed Chapter 17: Brand Management in Times of Crisis to The SAGE Handbook of Brand Management, edited by Lia Zarantonello and Daniela Andreini, PhD. The handbook brings together global perspectives on contemporary brand management, addressing both theoretical and practical challenges faced by organizations today.

Navigating Uncertainty Through Brand Leadership

The chapter explores how organizations can effectively manage and protect their brands during periods of crisis and disruption. Drawing on leadership and management perspectives, it highlights the critical role of brand strategy, crisis leadership, and organizational resilience in maintaining stakeholder trust and long-term brand value.

A central theme of the chapter is that successful brand management during crises is not limited to communication tactics alone. Instead, it requires strong leadership, clear values, and strategic alignment across the organization to navigate uncertainty and respond to rapidly changing environments.

Key Focus Areas of the Chapter

Prof. Karaszewski’s contribution emphasizes several key dimensions of brand management in times of crisis, including:

• The role of leadership in shaping brand responses during uncertainty

• How value-driven brand strategies support credibility and trust

• The connection between organizational resilience and long-term brand strength

• Strategic approaches to managing disruption while protecting brand equity

By integrating leadership and branding perspectives, the chapter provides insights that are highly relevant for academics, practitioners, and organizational leaders alike.

Academic Excellence and Real-World Impact

This contribution reflects ADSM’s commitment to advancing research that addresses real-world challenges and supports the development of resilient, future-ready organizations. It reinforces the School’s focus on thought leadership in management, leadership, and strategy, particularly in contexts of uncertainty and transformation.

Read More About This Chapter

To learn more about The SAGE Handbook of Brand Management and Prof. Karaszewski’s chapter contribution, please visit:
🔗 The SAGE Handbook of Brand Management | SAGE Publications
https://uk.sagepub.com/en-gb/eur/the-sage-handbook-of-brand-management/book289737#contents