Sharing values and the co-creation of brands: Towards a new consumer driven branding paradigm.

共享价值观和共同创造品牌：迈向新的消费者驱动的品牌范式。

• 批准号: DP0664943
• 负责人: Prof Pascale Quester
• 金额: $ 6.94万
• 依托单位: The University of Adelaide
• 依托单位国家: 澳大利亚
• 项目类别: Discovery Projects
• 财政年份: 2006
• 资助国家: 澳大利亚
• 起止时间: 2006-01-01 至 2009-12-31
• 项目状态: 已结题
• 来源: https://dataportal.arc.gov.au/RGS/Web/Grants/DP0664943
• 关键词: Sharing; values; co; creation; brands

The project proposes a paradigm shift from traditional image building towards a full understanding and integration of consumer values into a deliberate process of co-created brand meanings. Brands thus managed can become iconic and symbolic of consumers' existing subcultures or may even define micro-cultures of consumption of their own (as in the case of Harley Davidson). Should managers understand the process by which such co-created brands develop, more Australian brand success stories (eg. Rip Curl, Penfold's Grange) would evolve and be better placed to tap the increasingly diversified sub-cultural landscape that characterises the Australian marketplace and many of our major trading partners.

该项目提出了一种范式转变，从传统的形象塑造转向充分理解和整合消费者价值，并在共同创造品牌意义的过程中深思熟虑。这样管理的品牌可以成为消费者现有亚文化的标志性和象征性，甚至可以定义他们自己的消费微观文化（如哈雷戴维森的例子）。