Based on the concept of value co-creation, the work aims to propose a brand image co-creation design framework involving multiple stakeholders and elaborate its operation steps and methods. The concept of value co-creation and participatory design was embedded into the brand image development and design activities. Through the comprehensive application of Kansei Engineering, NPD co-creation design description, cognitive schema measurement and other theories and methods, from the relevant groups and classification of the participants, the content and methods of the activities, the scope of the participants and the distribution of authority and other aspects, how to achieve brand image design innovation through stakeholder participation was studied. The basic framework of participatory brand image design of "brand image perception description+design elements extraction and transformation+visual image construction" was constructed, and the operability and feasibility of this framework were demonstrated through the project practice. The joint participation of stakeholders reflects the value co-creation of collective wisdom, which can have a positive effect and influence on the development and design of brand image and effectively promote the transformation and innovation of its design paradigm.