The brand stakeholder approach – broad and narrow-based views to managing consumer-centric brands

With the emergence of schools of thought which examine brands and branding according to relationships, brand communities and popular culture; consumers are becoming more significant in shaping the brand agenda. Furthermore, the evolutionary growth and mutations spawned by Web 2.0 draw non-brand users, social networks and anti-branding movements towards engagement and the possession of greater social capital. When gifting stakeholders with a larger share of voice, consumption definitions become judged less by tangible transactions; and more by figurative, intangible and co-dependent communication drivers. In addition, with the increase in interactivity afforded by media channels, two-way communication, and the inclusion of more parties; a normalisation and levelling of information also occurs. Therefore, this chapter presents stakeholders as occupying grouped, interconnected and dynamic states - which are subject to time-specific communication, influence and self defined legitimacy. Following this, the creation of brands becomes a collaborative process - with brands seeking to engage consumers in new and innovative ways; in order to gain authenticity.