This chapter aims to explore practical and theoretical perspectives on the brand phenomenon, ethics, and sustainable consumption in order to recognise the complex nature of branding in today’s business environment. It uncovers current tendencies in sustainable orientations for both businesses and consumers, followed by a discussion of key ideas about ethics and recent consumer research in this area. Additionally, different approaches to sustainability are presented, along with an overview of some recent ideas on sustainable branding and relevant examples. The complexity of the brand phenomenon is examined, together with key concepts related to conscious consumers. The final part of this chapter evaluates the dynamics of anti-brand activism. This chapter encourages both practitioners and academics to review and better conceptualise the concept of the brand phenomenon, recognising its role for business success and its impact on consumers’ self-perception and connections with others. It calls on various stakeholders to view brands as social entities that can and should benefit society and our planet by promoting more sustainable consumption and behavior; therefore, a better understanding of a brand phenomenon and brand management is required.