1. Many brands now claim to be co-created by the company and its consumers. How appropriate is the role of consumers in the co-creation of a brand? 2. If asked to discuss the issue of the social...

1. Many brands now claim to be co-created by the company and its consumers. How appropriate is the role of consumers in the co-creation of a brand?

2. If asked to discuss the issue of the social construction of brands, what key points would you like your audience to take away?