The Organic View of the Brand: A Brand Value Co-creation Model

Brand management has evolved from its original focus on product differentiation (for example, Aaker, 1996) to new perspectives that include service brands (for example, Berry, 2000) and corporate brands (for example, Balmer, 1995). This represents the emergence of a new approach that understands brands as social processes that involve multiple stakeholders. This also creates the need to better understand how brand value is co-created together with other stakeholders (Brodie et al, 2009; Hatch and Schultz, 2010; Frow and Payne, 2011). In this respect, there is an opportunity to build an integrated brand value co-creation model (BVCC) (Merz et al, 2009) that can be used in different business settings (Wallström et al, 2008; Payne et al, 2009; Pillai, 2012).