Branding Strategies in the Attention Economy: Navigating the VUCA and BANI World

Author(s)	Mrs. Nidhi Menaria
Country	India
Abstract	The dynamics of the international marketplace have moved radically with the start of the attention economy, where capturing and sustaining audience attention has become an important strength. This paper explores the juncture of branding strategies and the emerging paradigms of VUCA (Volatile, Uncertain, Complex, Ambiguous) and BANI (Brittle, Anxious, Nonlinear, Incomprehensible). Drawing on modern research and industry insights, the paper outlines how brands can remain resistant, reliable, and applicable amidst constant change and attention scarcity.
Keywords	Branding, Attention Economy, VUCA, BANI, Agile Branding, Communication Strategy, Consumer Trust
Field	Sociology > Administration / Law / Management
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-06-19
DOI	https://doi.org/10.36948/ijfmr.2025.v07i03.48242
Short DOI	https://doi.org/g9qxb3

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