Socialt entreprenörskap som varumärkesprofilering

Sammanfattning

Abstract

Interest in the subject appeared from real events. We seemed to discern a trend in society. We

have noted that the amount of social enterprises to a greater extent is formed in Sweden.

Companies like GodEl, Postkodslotteriet and DEM Collective are typical illustrations of

companies included in the category of social enterprise. It seemed as socially profiled

companies is the new generation companies. The purpose of this essay is to make an

inventory of possible competitive advantages that arise from social branding. As a result of

our study the approach is inductive. We drew attention to a phenomenon that we observed in

reality. We have conducted a qualitative study consisting of three focus groups and three

interviews. We compiled empirical material and connected it to the appropriate theories.

Respondent’s perception of traditional funds for charity and the desire for smarter solutions

indicates that there is a new trend in society, a trend that is humanitarian, attractive, and here

to stay. We believe that consumers are more aware of their consumption choices. We want to

maintain that this awareness is not based in rational consumer choices, but more ethically

conscious consumer choices, which fosters social branding. The timeliness of the social

branding creates a competitive advantage. By profiling the brand of social entrepreneurship,

create competitive advantage by providing an image that we think consumers want. It is an

image based on contemporary values that attract today's and tomorrow's consumers.