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Corporate Brands And Social Brands: Co-Branding Gm-Free And Uk Supermarkets, S. R. Leitch, S. Davenport

Faculty of Commerce - Papers (Archive)

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 …