Transformative Branding: A Dynamic Capability To Challenge The Dominant Social Paradigm

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