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

• Published in: The journal of brand management Vol. 20; no. 8; pp. 670 - 688
• Main Authors: Iglesias, Oriol, Ind, Nicholas, Alfaro, Manuel
• Format: Journal Article
• Language: English
• Published: London Palgrave Macmillan UK 01.09.2013; Palgrave Macmillan
• Subjects: Brand management; Brands; Business and Management; Consumers; Employees; Fast moving consumer goods; Management; Managers; Market strategy; Marketing; Original Article; Product differentiation; Stakeholders; Studies; corporate brand; co-creation; multiple stakeholders; value; organic view of the brand; brand management
• ISSN: 1350-231X; 1479-1803
• DOI: 10.1057/bm.2013.8

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.