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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 The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sect...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
San Francisco, CA :
Jossey Bass, A Wiley Brand,
[2014]
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| Edición: | First edition. |
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- pt. 1 Context, Concepts, And Building Blocks
- ch. 1 What Is Driving The Paradigm Shift And Brand Idea Framework
- ch. 2 What Is A Brand Anyway, And Why Should You Manage It?
- ch. 3 What You Need To Know: Reviewing The Building Blocks Of Brand
- ch. 4 Why The Skeptics Have It Wrong: Understanding The Role And Benefits Of Brand
- pt. 2 Getting The Brand Idea
- ch. 5 Brand Integrity
- ch. 6 Brand Democracy
- ch. 7 Brand Affinity
- pt. 3 Putting The Brand Idea Into Action
- ch. 8 Implementing The Brand Idea: What To Do And How To Do It
- ch. 9 The Brand Idea In Specific Situations.