Fostering Fast-Paced Adaptability Through Brand Co-Creation

Abstract

This thesis explores how brand co-creation fosters adaptability in fast-paced, resource-constrained environments. Drawing on ten interviews with branding professionals leveraging a pragmatist lens, the study examines internal routines and cultural conditions that enable brands to evolve meaningfully. Using the Ba framework, it identifies how knowledge flows through collaborative spaces, while the AIM model links emotionally resonant theory to consumer memory and motivation. The study reveals that adaptability develops through employee-initiated practices, when sustained by purpose alignment and responsive governance.Lastly, the thesis proposes three process-based metrics for brand equity in Ba contexts: employee engagement in co-creation, internal responsiveness, and symbolic resonance in emotionally charged moments. While these offer a foundation for evaluation, further research is needed on consumer outcomes and incentive structures that sustain participation over time.