CO-CREATION IN THE BRAND INNOVATION PROCESS

Abstract

The article aims to present a theoretical review on the concepts of co-creation of value and brand innovation, analysed here in an integrated perspective, with a direct impact on the competitive advantage of brands. In fact, the interconnection and joint action of these two areas assumes an increasingly important role today, although this has not been fully explored in the literature, with many gaps and lack of information when researching the theme is carried out. Thus, it was considered important to survey existing studies and, based on them, draw a conceptual framework that allows a clear understanding of the theme.