Finding sources of brand value: Developing a stakeholder model of brand equity

Abstract

This paper reflects the current interest in brand research into non-consumer relations and their role in brand value creation. It presents a model of stakeholder equities as a tool for brand managers to assess the value of multiple stakeholders in relation to the brand. A stakeholder–brand value model is then developed to strengthen understanding of the sources of brand value. It is argued that brand value is co-created through interaction with multiple strategic stakeholders. Considerations for brand managers and suggestions for future research are presented.