Transformative Branding : A Dynamic Capability to Challenge the Dominant Social Paradigm

In response to calls by macromarketing scholars, this article introduces transformative branding to demonstrate how branding—a process traditionally conceptualised at the firm level to achieve marketing management outcomes—can contribute to both market and societal systems. We define transformative branding as a dynamic capability deployed by firms as a prosocial process to facilitate stakeholder co-created brand meanings that draw on hybrid market and social logics. We contend that transformative branding encompasses two market-shaping activities, which drive macro-level change according to hybrid logics: (1) leadership i.e., building a vision for transformation and (2) collaborative coupling i.e., implementing transformation with stakeholders. Shaping the market and society in this way creates opportunities for transforming economic, regulatory, socio-cultural, and political environments, whereby transformative branding works to challenge the dominant social paradigm from within the market system. We conclude with a cautionary note about the potential of branding as a force for good. Full paper available at https://doi.org/10.1177/02761467211043074