While we can consider that people have always co-produced the value of goods by using them and attributing meanings and values to them, the brand co-creation process still raises major questions. In this chapter we focus on the immaterial value that consumers or other stakeholders co-create, and we try to better understand both how co-creation happens and how brand management can be improved to ensure a constructive co-creation process. For that we have adopted a comprehensive position, defining brand co-creation as an integration of the stakeholders' brand appropriations that can enrich the brand and fill an empty space within the brand identity, but which can also trigger a loss of brand identity. Finally, based on the social materiality approach, we propose considering brand materiality as a new framework for a constructive brand co-creation.
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