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• Research objectives In a context of socio-environmental crisis, sufficiency poses serious challenges for brand management. This research aims to gain a better understanding of the meaning and significance associated with sufficiency and its impact on the representations of brand sufficiency. • Methodology This research is based on a qualitative methodology using projective techniques – in particular the mood board technique – and group interviews with a sample of 48 business school students aged between 19 and 27. • Results The brand perceived as sufficient embodies (i) the discreet (as opposed to the ostentatious), (ii) the measured (as opposed to the disproportionate), (iii) the enoughness (as opposed to abundance) and (iv) the raw (as opposed to the processed). • Managerial implications The challenges of sufficiency mean that we need to rethink the teaching of marketing in a post-growth world. Furthermore, brands perceived as sufficient are not necessarily the reflection of an authentic demarketing which aims to act as a catalyst for sufficiency. • Originality This research enriches the literature on sufficiency and provides a better understanding of how a brand is perceived as sufficient w non-sufficient. In addition, our research contributes to the literature on teaching sustainability in business schools.