Co-creating brands : brand management from a co-creative perspective

Ind, Nicholas2019

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Summary

Traditional approaches to brand management adopt an organizational perspective - the assumption is that the organization designs, produces and sells the brand, making a promise to customers and delivering on it. However, this view is limited. The power of the Internet to connect people and the desire of consumers to focus on experiences means that the brand is not created by the organization, but rather is co-created through the experiences of consumers, the participation of people in online communities and the sharing of ideas and opinions within networks. In this new reality, the task of managers is to connect, listen and participate. The focus of brand management is no longer on the organization but on the intersection between the organization and all its stakeholders.