Branding in the Digital Era:

Collaborative Creation of Brand Value

Abstract

We consider branding in the digital era, which will be further developed, based on existing brand studies. This study proposes “Collaborative creation of brand value,” which incorporates Brand Incubation Third-party (BIT), the third entity that contributes to branding, but whose importance is often overlooked. Furthermore, we suggest that brand engagement, which is a concept that shows social relationships beyond economic relationships, is important in the “collaborative creation of brand value” among the three entities.