Corporate Brands and Social Brands: Co-Branding GM-Free and UK Supermarkets

Shirley Leitch and Sally Davenport

International Studies of Management & Organization, 2007, vol. 37, issue 4, 45-63

Abstract: In this paper, we introduce the concept of "social brands" and examine the potential for co-branding between corporate brands and social brands to enhance or damage the value of corporate brands. Co-branding has been theorized in terms of the relationship between the brands of organizations, products, and services. However, from a discourse perspective, issues may also be understood to function as what we term "social brands" that may be incorporated in a co-branding strategy. We deploy Leitch and Richardson's (2003) brand web model to analyze the potential benefits and dangers of forming co-branded relationships with social brands. We draw on the case of co-branding between UK supermarket brands and the GM-free social brand to investigate this relationship in practice.

Date: 2007
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DOI: 10.2753/IMO0020-8825370402

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