Players such as Joe Allen, Scott Sinclair and Ashley Williams have all been linked with moves away from Swansea in January.
Rodgers said: “I am quite relaxed and I don’t see it as a problem.
“When clubs are interested in our players, it means we are doing something right.
“But what I look to develop here is the identity with how we’re playing and how we work.
“The fact is I am under no pressure to sell anybody – and that’s very important.
“That’s the beauty of this club and it’s a mark of how well it is run and organised.
“And what is key among this group is they’ve seen others who have left here but probably haven’t furthered their careers.”
