Can cooperatives brand? Exploring the interplay between cooperative structure and sustained brand marketing success

Abstract

The marketing of much New Zealand farm produce has often been left in the hands of farmer/grower co-operatives. Increasingly concerns have been raised about the effectiveness of such structures. Marketers have identified the need for cooperatives to move from a farmer centric to a market centric approach. However, questions have been raised about the viability of traditional cooperative arrangements to support a market-oriented strategy. This article examines the ability of traditional and new generation co-operatives to develop and support market-based assets including brands and long-term relationships with channel buyers in order to develop a sustainable position for their members and increase returns. The findings suggest that traditional cooperatives may be able to develop innovative marketing programs but struggle to support them over the long-term due to problems in ownership structures. The new generation co-operatives studied had more sustained long-term success, as members were able to capture the equity of intangible assets such as brand value, thus ensuring they undertook actions (such as channel support) consistent with building a sustainable long-term positioning.