Co-branding with Collective Sustainability Schemes : challenges and Opportunities for Sustainable Governance
Chaudhuri, Manodip Ray; Sorsa, Kaisa (2018)
Chaudhuri, Manodip Ray
Kaisa Sorsa & Manodip Ray Chaudhuri (eds.)
Turku University of Applied Sciences
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Julkaisun pysyvä osoite on
Chaudhuri M., Sorsa K., (2018). Co-branding with Collective Sustainability Schemes : challenges and Opportunities for Sustainable Governance. . (Ed)., Sustainable Engagement in the Indian and Finnish Business., Turku University of Applied Sciences.
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.