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.
2011. , 55 p.