The organic view of the brand: A brand value co-creation model

The evolution of brand management has led to a new approach that views brands as social processes involving multiple stakeholders. However, there is still a lack of empirical research about how brand value is co-created within stakeholder networks. Based on the fieldwork, this article presents an or...

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Bibliographic Details
Published in:The journal of brand management 2013-09, Vol.20 (8), p.670-688
Main Authors: Iglesias, Oriol, Ind, Nicholas, Alfaro, Manuel
Format: Article
Language:English
Subjects:
Brand management
Brands
Business and Management
Consumers
Employees
Fast moving consumer goods
Management
Managers
Market strategy
Marketing
Original Article
Product differentiation
Stakeholders
Studies
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Summary:The evolution of brand management has led to a new approach that views brands as social processes involving multiple stakeholders. However, there is still a lack of empirical research about how brand value is co-created within stakeholder networks. Based on the fieldwork, this article presents an organic view of the brand (OVB), and a resulting brand value co-creation framework that develops earlier brand models. The OVB takes into account the perspectives of different business settings, ranging from fast moving consumer goods, to services and business-to-business. According to the OVB, brand value is conversationally co-created by many different stakeholders in a fluid space subject to constant negotiation and often develops beyond the strategic aims set by brand managers. One consequence of this is that managers will need to develop a new leadership style that is more humble, open and participatory.
ISSN:1350-231X
1479-1803
DOI:10.1057/bm.2013.8