Brand Personality as a Consistency Factor in the Pillars of CSR Management in the New Normal

During such a complex crisis as the one experienced by humanity since first quarter of 2020, it is necessary to develop tools that contribute creating corporate image for organizations are currently interested in being identified brands with high social and environmental commitment. Likewise, elements building strong during context has changed consumption priorities required. For this reason, paper aims at adapting dimension socially responsible brand personality (SRBP), proposed Mayorga (2017), taking situation due COVID-19 pandemic new context. The objective research management responsibility (CSR) providing, from communicative perspective, tool optimizes creation different stakeholders. results allow us conclude there structural modification Mayorga, which can be presumed generated current environment, which, therefore, established pillar CSR normal, relational point view. findings clearly identify virtue integrity personality, made up two attributes, turn, 17 traits brand.