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

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  • Shirley Leitch
  • Sally Davenport

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.

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  • Shirley Leitch & Sally Davenport, 2007. "Corporate Brands and Social Brands: Co-Branding GM-Free and UK Supermarkets," International Studies of Management & Organization, Taylor & Francis Journals, vol. 37(4), pages 45-63, January.
    • Handle: RePEc:taf:mimoxx:v:37:y:2007:i:4:p:45-63
    DOI: 10.2753/IMO0020-8825370402
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    Cited by:

    1. Londoño, Juan Carlos & Elms, Jonathan & Davies, Keri, 2016. "Conceptualising and measuring consumer-based brand–retailer–channel equity," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 70-81.
    2. Dolgopolova, Irina & Roosen, Jutta, 2018. "Competitive niche in milk pricing: Analyzing price dynamics of GMO-free, organic, and conventional milk in Germany during 2009–2010," Food Policy, Elsevier, vol. 78(C), pages 51-57.
    3. Andersen, Sophie Esmann & Johansen, Trine Susanne, 2021. "Corporate citizenship: Challenging the corporate centricity in corporate marketing," Journal of Business Research, Elsevier, vol. 131(C), pages 686-699.
    4. Laura Therese Heinl & Anna Baatz & Markus Beckmann & Peter Wehnert, 2021. "Investigating Sustainable NGO–firm Partnerships: An Experimental Study of Consumer Perception of Co-Branded Products," Sustainability, MDPI, vol. 13(22), pages 1-19, November.
    5. Lynn J. Frewer, 2017. "Consumer acceptance and rejection of emerging agrifood technologies and their applications," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 44(4), pages 683-704.
    6. Jean-Louis Pernin & Andréas Eriksson, 2016. "The compared assessment of two fair trade innovations: what contribution of the Perceived Value in co-branding models? [Evaluation comparée de deux innovations dans le commerce équitable : quel app," Post-Print hal-03540166, HAL.

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