Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management

In this article we chart the evolution of corporate brand management from an organization-centric view based on control to one rooted in a participative cocreated perspective where multiple stakeholders help to build and enrich the brand. This shift challenges many of the traditional models of corporate brand management and recognizes the importance of meeting the needs and desires of stakeholders through the adoption of a conscientious approach built on responsibility and a commitment to fairness. We illustrate our argument with such examples as Danone, SAP, Tata, Unilever and Patagonia and conclude with a research agenda to explore further the nascent field of conscientious corporate brands.