In academia, a wide variety of brand models exist, most of which are designed to define and shape brands in terms of content, thereby providing practitioners with reliable management tools for developing relevant, credible, and at the same time differentiating brands. However, most of these models suffer from the fact that they focus almost exclusively on defining and shaping individual elements of a brand, without taking into account the recurring process of brand development. Yet, given the increasing pace of change in the context of a VUCA world, this process orientation is crucial in order to continuously adapt the brand to different environmental conditions. This is where the Brand Loop Model comes in, postulating an integrative and iterative process of brand development and brand implementation. This results in a “constant iteration” of the brand, meaning a permanent alignment with its environment as well as continuous adaptation to its environment.