RIS ID
21653
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.
Included in
Business and Corporate Communications Commons, Marketing Commons, Social Influence and Political Communication Commons
Publication Details
This article was originally published as Leitch, S & Davenport, S, Corporate brands and social brands: co-branding GM-free and UK supermarkets, International Studies of Management and Organization, 37(4), 2008, 45-63.