Co-branding with Collective Sustainability Schemes : challenges and Opportunities for Sustainable Governance
Chaudhuri, Manodip Ray; Sorsa, Kaisa (2018)
Turku University of Applied Sciences
2018
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2019102334420
https://urn.fi/URN:NBN:fi-fe2019102334420
Tiivistelmä
Co-branding involves the combination of two well-known brands. It is used to leverage strong brands. The aim of the article is to discuss the challenges and opportunities of co-branding with a collectively owned trademark using an ecolabel as a communication tool of sustainability. The article focuses only on the alliance of a collectively owned sustainability brand and product or service brand. First, the definitions of co-branding will be discussed. Secondly, the challenges and opportunities of co-branding in the context of sustainable governance will be analyzed. Finally, the role of co-branding for sustainable governance in the future will be discussed.