29 july, 2015

Building Brands Together: Creation, Participation, Socialization and Self-realization as the New Needs of Stakeholders

The phenomenon of co-creation is becoming more and more widespread in the world of large c ...

21 march, 2014

The boom of co-creation: brand management that listens to stakeholders and involves them in its processes

Brand Management is becoming an increasingly multi-actor discipline that encourages custom ...

8 january, 2012

Linking a brand’s DNA to a company’s strategy: the vital role played by identity and culture

A corporate brand is used not only to ensure the application of business strategy but also ...