The Brand IDEA : Managing Nonprofit Brands with Integrity, Democracy and Affinity.

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Offering a new framework for nonprofit brand management, this book presents the Brand IDEA (Integrity, Democracy, and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on t...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Laidler-Kylander, Nathalie
Otros Autores: Stenzel, Julia Shepard
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken : Wiley, 2013.
Temas:
Nonprofit organizations.
Nonprofit organizations > Marketing.
Organizations, Nonprofit
Associations sans but lucratif.
Associations sans but lucratif > Marketing.
nonprofit organizations.
Nonprofit organizations
Nonprofit organizations > Marketing
Acceso en línea:Texto completo
Descripción
Sumario:Offering a new framework for nonprofit brand management, this book presents the Brand IDEA (Integrity, Democracy, and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a participatory process, shared values, and the development of key partnerships. The results are nonprofit brands that create organizational cohesion and generate trust in order to build capacity and drive social impact. The book explores in detail how nonprofit organization.
Descripción Física:1 online resource (234 pages)
ISBN:9781118573303
1118573307

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