PROBLEM STATEMENT
Sustainability and brand equity co-creation.
Recent studies suggest that consumers are more willing to learn about corporate sustainability initiatives and acquire products and services if the company is making an effort to be sustainable.
Value co-created by both brands and users is called brand equity, a relational market-based and consumer-perspective asset that exists outside the firm and resides in the relationships of the consumer with brands.
In this co-created environment, as in every business relationship, trust is a fundamental principle thus, information asymmetry becomes a wicked problem. it is important to understand how sustainable companies are co-creating brand equity with their consumers in order to generate strong brand equity.
STRATEGY DEFINITION
Lorem ipsum.
WORK EXECUTION
A framework to reduce information asymmetry.
There is an opportunity to develop a solution to diminish information asymmetry between sustainable brands and their target users to co-create and improve brand equity.
The framework represents the synthesis of the research and analysis phases of the project. It is composed of three main sections that are complementary to each other. It seeks to explore the personal experience, social representation, and sustainability impact of the brand community from the perspective of the organization and the users, and balance both parts creating symmetric or asymmetric shared value.
The solution prototype uses the framework as the structure of a creative workshop divided into two sessions in which the participants, composed by a team of internal stakeholders of the organization and users based on the user's group definition parameters will compare their perceptions and work together to diminish the existing asymmetric information.
