The Role of Collective Brand as A Tool for Community Empowerment: A Systematic Review of Empirical Evidence
Keywords:
Collective Brand, Community-Based Branding, Community Empowerment, Geographical Indications, Sustainable DevelopmentAbstract
Collective brands (CB) are now seen as a strategic tool, for harnessing community potential, to enhance brand competitiveness and sustainability while respecting social values. However, its role for community empowerment is less-explored from an academic perspective. This study is a Systematic Literature Review (SLR) guided by PRISMA. The search was limited to Scopus and ScienceDirect for the years 2015 to 2025 and was narrowed to the terms: collective brands, community-based branding, geographical branding, place branding, and community empowerment. Articles with a purely conceptual approach or those disconnected from the community framework were removed. This process yielded 75 articles which were thematically analyzed. There are three significant findings. First, CB act as socio economic tools to enhance social economic among community. Second, CB perform the function of legitimacy and authenticity.. Third, CB promote sustainability. The scope of the study is constrained by the scope of database used and by the nature of SLR analysis, which reveals only patterns and themes without showing any relationships and causation between variables. This study confirms collective brands as a strategic community empowerment tool integrating social, economic, and cultural aspects. The dominant collective impact emphasizes the applied theory for community-based empowerment branding as the main reference for community-based participatory practices. Further research is needed to test the application of the C-BEB model in other sectors and analyze its impact on long-term economic sustainability. As well as exploring the relationship between consumer engagement and the resulting socio-economic change.References
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