<p>As brand activism becomes central to corporate identity, companies face pressure to take sociopolitical stances amid complex stakeholder dynamics. Outcomes vary: some brands gain trust and cultural relevance, while others encounter backlash and reputational damage. Unlike prior literature that treats activism as a linear campaign or a one-time reputational gamble, this paper introduces two interconnected frameworks that capture its cyclical and evolving nature. First, the Recursive Brand Activism Model conceptualises activism as a stakeholder-driven cycle. The Brand Inflection Point is a moment of scrutiny where brands choose to reinforce a stance, recalibrate, or retreat. Failure to resolve stakeholder misalignment can lead to an infinite loop of backlash, misinterpretation, and eroding legitimacy. Second, the Strategic Alignment Pathway offers a roadmap for aligning values, actions, and stakeholder expectations. Together, these frameworks reconceptualise brand activism as reputational risk and strategic opportunity. By mapping pathways such as Conflict Re-entry, Recalibration, and Retreat, the integrated model enables managers to anticipate backlash, mitigate activist fatigue, and build long-term trust. It offers an adaptive blueprint for navigating brand purpose in an era of heightened public accountability.</p>