The impact of new brand co-creation perspectives on the Resource-Based Management model

The model of Resource-Based Management (RBM) considers central to value creation the developing of company’s knowledge and trust resources, starting from the existing intangible resource stock. About thirty years after the first founding contributions on the subject, provided by Salvatore Vicari, the paper aims to adapt the model with reference to trust resources. These resources are now affected by the changes prompted by the emergence of new perspectives of brand co-creation, accelerated by rising consumer power and user- generated media and content in the digital environment. The conceptual paper thus focuses on the impact of emerging brand perspectives on: (a) developing company’s trust resources, supported by beneficial behaviour of stakeholders; (b) destroying of these resources, as a result of both hostile behaviors by some actors (anti-brand communities, haters, crackers) and concurrent loss of brand control by the companies.