The aim of this study is to develop a model based on value chain management readiness in the process of sustainable brand co-creation. In terms of execution, this is a qualitative study employing the grounded theory approach. The statistical population consists of 9 export business executives in the food industry, selected through purposive theoretical sampling. Data were collected using semi-structured interviews. For data analysis, open, axial, and selective coding were conducted utilizing MAXQDA software. The results revealed that the key dimensions include the central phenomenon of sustainable brand development, sustainable value creation, and the development of sustainable interactions. Causal conditions were identified as resource development and procurement, technological infrastructure, sustainable human resource development, and sectoral coordination of activities. Contextual conditions such as an open culture, transformational leadership, flexible organizational structure, and distribution and communication networks were identified as other influential factors. Intervening conditions, including stakeholders, suppliers, socio-political conditions, challenges and barriers, as well as laws and standards, were found to be impactful. Strategies encompassing sustainable marketing development, innovative product development, and the enhancement of training and evaluation were outlined as operational axes. The findings demonstrated that value chain management readiness plays a pivotal role in facilitating the sustainable brand co-creation process, and achieving this requires concurrent attention to both internal and environmental factors. The findings offer practical guidance for managers and policymakers to enhance brand sustainability and increase competitiveness in international markets.