Reconceptualizing corporate brand identity from a co-creational perspective

This chapter sheds light on the understanding of the concept of corporate brand identity in the current market context, featuring two intertwined transformations: brand shared ownership and co-creation. Authors add to the current debate amongst researchers and practitioners on the nature and features of corporate brand identity in the new market context. They develop the argument that the aspiration for an internal static/permanent identity (mainly suggested in early research), and the aspiration for a multi-stakeholder dependent adaptive identity (predominantly developed in the co-creation context), are reconcilable. Grounded on the organizational identity configuration projected by Dutton and Dukerich (1991) and supported by the analysis of the evolution of the brand identity of leading corporate brands (i.e., Nestlé, Adidas, Starbucks, Burberry, Unilever), the chapter proposes a process of corporate brand identity development that reconciles identity preservation and adaptation. Ultimately, it demonstrates that the combination of these features is particularly relevant in the current market environment.