Building brand immunity: How to create resilient customer relationships in turbulent times

In many markets, volatility has become routine. Brands are increasingly learning that customer affection alone is insufficient to withstand buy-local movements, geopolitical friction, or viral scandals. When disruption strikes, a critical question emerges: which customers will stand by the brand, and how can firms ensure that their efforts are focused where they will have the greatest impact? Drawing on recent work on brand immunity, this paper outlines how managers can apply this concept in everyday decision-making. Brand immunity refers to customers’ resistance to changing their brand evaluations when confronted with negative information. We translate this idea into actionable guidance through the Integrated Brand Immunity Process, a continuous four-phase cycle that frames resilience as a strategic capability. Central to the diagnostic phase of this process is the Customer Immunity Management Matrix, which maps customers by value and immunity strength to help managers determine which relationships to anchor, fortify, leverage, or minimize. By integrating this prioritization with an explicit assessment of threat nuance and ongoing renewal, the process converts empirical insight into a practical framework for building customer resilience in turbulent times.