Rebranding a federation: Insights from the UK co-operative movement


Calderwood E & Freathy P (2014) Rebranding a federation: Insights from the UK co-operative movement. Journal of Marketing Management, 30 (1-2), pp. 90-116.

This paper details the rebranding process undertaken by the UK co-operative movement and provides an understanding of the strategic issues involved in maintaining a coherent brand identity across a group of autonomous independent societies. The methodology uses previously unpublished and archive material from across the movement. This is followed by a series of structured interviews with Board Directors, senior management and individuals responsible for implementing the rebranding strategy. The rebranding exercise took almost ten years and the research identifies nine (non discrete) overlapping stages. The paper argues that while many parallels with can be drawn with the corporate rebranding literature, the need to achieve compromise and consensus combined with the independence of those participating, creates issues not detailed in previous academic studies.

Rebranding; Retail; Co-operative Movement; Brands; The Co-operative Group;

Journal of Marketing Management: Volume 30, Issue 1-2

Publication date31/12/2014
Publication date online01/07/2013
PublisherTaylor and Francis