In this article we chart the evolution of corporate brand management from an organization-centric view based on control to one rooted in a participative cocreated perspective where multiple stakeholders help to build and enrich the brand. This shift challenges many of the traditional models of corporate brand management and recognizes the importance of meeting the needs and desires of stakeholders through the adoption of a conscientious approach built on responsibility and a commitment to fairness. We illustrate our argument with such examples as Danone, SAP, Tata, Unilever and Patagonia and conclude with a research agenda to explore further the nascent field of conscientious corporate brands.

中文翻译：

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走向尽责的企业品牌共创理论：品牌管理的下一个关键挑战

在本文中，我们描绘了企业品牌管理从基于控制的以组织为中心的观点到植根于参与式共创观点的企业品牌管理的演变，其中多个利益相关者帮助建立和丰富品牌。这一转变挑战了许多传统的企业品牌管理模式，并认识到通过采用建立在责任和公平承诺基础上的认真方法来满足利益相关者的需求和愿望的重要性。我们用达能、SAP、塔塔、联合利华和巴塔哥尼亚等例子来说明我们的论点，并以研究议程结束，以进一步探索有责任心的企业品牌这个新兴领域。