Brand/consumer co-construction refers to the collaborative process between a brand and its consumers in creating and shaping the brand’s identity, values, and products. It involves actively involving consumers in the decision-making and creative processes, allowing them to have a say in the development and evolution of the brand. This partnership between brand and consumer not only fosters a sense of ownership and loyalty among consumers, but also leads to the creation of more relevant and meaningful products and experiences. Through co-construction, brands can build stronger relationships with their consumers and ultimately drive business success.