ABSTRACT
This chapter introduces the concept of co-creation of corporate brands by a multiplicity of stakeholders in comparison to the traditional sender-oriented managerial brand paradigm. The engagement of stakeholders in brand co-creation is described as simultaneous role-related process and state driven by diverse forces potentially leading to shared value creation but also to value destruction for some brand stakeholders. The major challenge for corporate brand management resulting from a co-creative perspective is the loss of traditionally supposed management control over the brand formation process. Top management needs to assume the leading strategic role in a concerted process of establishing sustainable conditions for the creation and sharing of value by and for the stakeholders of the corporate brand.
