Sources of Brand Value: Developing a Model of Brand-Stakeholder Relationship

This paper analyses the traits of brand relationship models from the "one to one" interaction of brand-stakeholder, the interaction between employee and stakeholders, the interpersonal relationship among stakeholders and the overlapping roles relationship of brand stakeholder. And then it annotates response mechanism which is between brand value proposition, corporate management policies, employee satisfaction and behaviors, stakeholder perception on brand, stakeholder persist behaviors and role overlap behaviors, and brand cognitions and behaviors of other stakeholder, etc. It aims at opening out the intercourse of brand relationship and brand value creation.