Transformative Branding: Are Brands Truly Making a Difference? An Exploration Into the Transformative Branding Practices of Real-World Brands.

About this item

Title

Transformative Branding: Are Brands Truly Making a Difference? An Exploration Into the Transformative Branding Practices of Real-World Brands.

Content partner

Auckland University of Technology

Collection

Tuwhera

Description

Transformative branding is a powerful, dynamic, and complex process and a true force for good. Enacting transformative branding can facilitate a more sustainable and equitable market and societal system. But these outcomes are unachievable if the transformative brands are not mobilising the engagement of stakeholders to facilitate the vision built for the transformation. Collaborative coupling is central to enacting transformative branding, thus, is a limiting factor of true transformative br...

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Format

Research Paper

Thesis level

Masters

Date created

2023

Creator

Mulangath Unnikrishnan, Krishnakala

URL

https://hdl.handle.net/10292/16211

Related subjects

Transformative branding / Transformative green marketing / Transformative marketing / Transformative social marketing / hybrid logics / dynamic capabilities / market-shaping / dominant social paradigm / sustainability / system thinking / marketing and society / real-world brands’ transformative capabilities

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