Is Co-Creative Brand Building a Risky Business? A systematic literature review
(A2026-133581)

AUTHORS

Dennis Wobnik, University of Twente

ABSTRACT

Co-creative brand building has become a key focus in recent branding research, emphasising the dynamic nature of brands as co-constructed entities involving multiple stakeholders. This conference paper examines the inherent risks of co-creative brand building by conducting a systematic literature review (SLR) to synthesise insights from various research fields. The SLR, conducted according to PRISMA guidelines, reviews literature from three scientific databases, yielding a refined collection of 142 peer-reviewed articles. The analysis highlights key risk categories, including stakeholder conflict and alignment, complexity and operational gaps, and trust and authenticity issues. The findings emphasise the dominance of challenges stemming from stakeholder conflict in co-creation processes, especially in complex settings such as place branding. Additionally, the study considers the influence of digital environments in intensifying risk factors. These insights provide a foundation for developing frameworks to mitigate risks and improve the effectiveness of co-creative brand building.