The Brand IDEA: Managing Nonprofit - E-book

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The Brand Idea: Managing Nonprofit Brands With Integrity, Democracy And Affinity - ENG

Nathalie Laidler-Kylander; Julia Shepard Stenzel

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$800.00

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Sinopsis

ISBN:	9781118573303
Formato:	Page Fidelity
Idioma:	Inglés
Editorial:	Wiley Professional Development (P&T)
Tema:	Negocios y economía
Subtema:	Organizaciones sin ánimo de lucro e Instituciones caritativas general
Año de publicación:	2013-11-06

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 The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social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.

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