Building brand meaning in social entrepreneurship organizations: the social impact brand model

Abstract In the face of numerous complex challenges at ecological, economic, and social levels, Social Entrepreneurship Organizations (SEOs) offer an approach that is both solution-oriented future-oriented by combining profitability purpose. However, achievement goals closely linked to ability operate successfully in competitive environments, which differentiation strategies, particular creation strong authentic brands, are vital survival. Although new paradigm brand management, so-called co-creative paradigm, has been extensively researched recent decades for-profit non-profit contexts, there still scarce empirical research addressing field SEOs. To exploit potential co-creation offers for SEOs, our paper introduces a impact model (SIBM), sheds light on design process entrepreneurial meaning. The findings identify key drivers creating SEO brands focusing dual-brand core consists mission orientation orientation, internal branding activities, founder's personal brand, relevant (co-)creators. By aligning their management activities with SIBM, SEOs can create have stable meanings while managing stakeholder groups' various expectations.