The Depth Of Co Creation And Value

1470 Words Oct 30th, 2015 6 Pages
INTRODUCTION
This essay will go into the depth of co-creation and the co-dependent relationship between businesses and their customers. This relationship is becoming more and more prevalent in the digital age we are currently living in. With the development of technologies that make communication a greater part of our lives – we see an increase of interaction between brands and consumers. As partakers in the digital society, consumers have shown an increased need to be entertained and experience things in a way that was perceived as foreign only 20-30 years ago. This essay will hopefully give an insight in this development and point out some of the prominent subjects that are relevant to this progress.

The first topic I am going to examine in this paper is co-creation and value. Discussing the definition of the terms, and how those instruments are moulding the relationship between businesses and their consumers will be the main focus of that topic.
Moving on to the next topic of communication, I will further look into how brands communicate with consumers. An emphasis will be placed on the development and change of business-consumer communication. The impact the change in communication has had on co-creation will conclude this topic.
The third topic I am introducing in this paper is brand engagement, with a focus on brand communities. During this part of the essay, I will try to define both brand and digital brand engagement. The evolving nature of the engagement between…
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