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 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.