| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩士在職專班 === 104 === Existing research proposed a number of approaches to value co-creation, however there is few research combined the theoretical framework with Taiwan’s company. This paper investigates how a Taiwan’s food manufacturing company successfully build up brand equity by co-creating with shareholders. This study attempts to identify a concrete process to find the most advantageous value co-creation opportunities in brand management. In this article, we can see lots of interactions in the brand community and unexpected benefits that the company got. In the academic contribution, the empirical results explicated that brand management is a series of activities and coordination between enterprises and stakeholders. The brand equity is the sum of stakeholders’ value-in-use from brand experience. From a practice perspective, a business-oriented analytical framework is strengthened and it makes the managers know the benefit of brand value co-createion, and it emphasizes the trend of relationship between firms and customers has changed from inverse to coordination.
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