Abstract
Cooperatives are in tension between their social dimensions and the commercial reality of their activity. In this context, how can the creation of a brand contribute to the development of co-operatives by respecting their founding values and adding the necessary differentiation to gain a competitive advantage in the market? On the basis of case studies, this chapter shows that co-operatives are succeeding in creating fully-fledged brands which both represent the ideology common to co-operatives and are enriched by unique values in order to distinguish themselves and create value for their stakeholders. This convergence allows for a hybrid management approach that combines respect for the ideology and commitment to a competitive market in the cooperative's mission. This chapter shows that cooperatives, like private and public companies and associations, can develop by using an essential lever for value creation: brand equity.
| Translated title of the contribution | The cooperative brand: how to conciliate social engagement with market reality |
|---|---|
| Original language | French |
| Title of host publication | Valeurs coopératives et nouvelles pratiques de gestion |
| Place of Publication | Paris, France |
| Publisher | EMS |
| Publication status | Published - 2020 |