The brand IDEA : managing nonprofit brands with integrity, democracy, and affinity

The brand IDEA managing nonprofit brands with integrity, democracy, and affinity

"Offering a new framework for nonprofit brand management, this book presents the model Brand IDEA (Identity, Democracy, Ethics and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sect...

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Bibliographische Detailangaben
1. Verfasser: Laidler-Kylander, Nathalie (VerfasserIn)
Weitere Verfasser: Stenzel, Julia Shepard (VerfasserIn)
Format: UnknownFormat
Sprache:eng
Veröffentlicht: San Francisco, Calif. Jossey Bass c 2014
Ausgabe:First edition
Schlagworte:
Nonprofit-Organisation > Markenartikel > Markenführung > Nonprofit organizations > Management > Marketing
Online Zugang:Inhaltsverzeichnis
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Beschreibung
Zusammenfassung:"Offering a new framework for nonprofit brand management, this book presents the model Brand IDEA (Identity, Democracy, Ethics and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social mission, participatory processes, shared values, key partnerships, and the role that brand plays to create greater cohesion within organizations. The book explores in detail how nonprofit organizations worldwide are developing and implementing new ways of thinking about and managing their organizational brands"--
Beschreibung:Includes bibliographical references and index
Beschreibung:XVIII, 214 S.
graph. Darst.
ISBN:9781118555835
978-1-118-55583-5