being given to chosen local charities. Uses of The Co-operative brand After the Co-operative Group's 2016 decision to re-adopt the cloverleaf logo, the Midcounties Co-operative took the decision to switch from the Co-operative Brand to the 'coop' Global Cooperative Marque of the International Co-operative Alliance - both in its ventures such as The Phone Co-op and The Co-operative Energy, and in new store openings such as those in Chipping Norton, Bourton-on-the-Water and Bletchingdon. The Co-operative Membership Membership is crucial to co-operatives and more than 8 million people are members of co-operatives in the UK which use 'The Co-operative Brand'. Members of co-operatives get to be democratically involved in the running of the society, often with votes on key business decisions and for the election of board members. It is also common for members to be provided with a share of the society's annual profits which is proportional to the amount of money that an individual has spent with the society over the year. This share of the profit is commonly referred to as co-op's dividend. The size of the dividend varies depending on the financial performance of the group. Membership of the majority of consumers' co-operatives in the UK was brought under one identity in 2008 as a part of the launch of 'The Co-operative Brand' however each individual co-operative retains its own individual membership scheme. Members of these societies are given a card which all look very similar but which will list the specific co-op which the individual is a member of on the front. As a part of their membership schemes, many of the larger co-operatives which have adopted 'The Co-operative Brand' will allow members of other co-operatives to earn a share of their profits in a reciprocal agreement. This is particularly the case with those co-ops which have interests in supermarkets, whereas other users of the co-op brand, such as The Phone Co-op operate entirely independent membership schemes. Because it facilitates democratic engagement with the co-operative and because it is also a profit sharing mechanism, The Co-operative Membership scheme differs from loyalty cards which many other businesses offer. References External links CRTG – trade website of the Co-operative Retail Trading Group. Co-op Logo and ‘Operation Facelift’ — the Co-operative Group, 3 June 2013. Co-operatives in the United Kingdom Brand management The Co-operative Group