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

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Abstract

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.

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Authors and Affiliations

  1. ESADE – Universitat Ramon Llull, Avda Torreblanca 59, Sant Cugat del Valles, Barcelona, 08172, Spain

    Oriol Iglesias, Nicholas Ind & Manuel Alfaro

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  1. Oriol Iglesias
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  2. Nicholas Ind
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  3. Manuel Alfaro
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Correspondence to Oriol Iglesias.

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Iglesias, O., Ind, N. & Alfaro, M. The organic view of the brand: A brand value co-creation model. J Brand Manag 20, 670–688 (2013). https://doi.org/10.1057/bm.2013.8

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  • DOI: https://doi.org/10.1057/bm.2013.8

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