A process model of brand cocreation: brand management and research implications

Purpose In light of the increasing acceptance of the concept of brand cocreation this paper aims to develop a model of the process in order to elucidate the roles of the various stakeholders, particularly the company and the brand consumers, in it and the implications of the concept for brand managers. Design/methodology/approach The process model of brand cocreation was derived from extant literature covering a wide range of topics related to brands, including: various types of marketing, consumer behaviour, psychology, new product development, and marketing communications. Findings A five‐stage process of brand cocreation is developed identifying the various stages in which the firm is in control and those which are controlled by the consumers. Practical implications The paper highlights the need to reconsider the role of brand managers in the brand cocreation process and identifies various gaps in the knowledge of brands and their management that have become apparent as a result of the development of the model. Originality/value The value of this paper lies in its holistic overview of the complete brand cocreation process and the issues relating to the nature of brand management that it highlights.