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 The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sect...
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| Format: | eBook |
| Language: | English |
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San Francisco, CA
Jossey Bass, A Wiley Brand
2014
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| Edition: | First edition |
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| Collection: | O'Reilly - Collection details see MPG.ReNa |
| Summary: | "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 The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social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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| Physical Description: | 1 online resource |
| ISBN: | 9781118573303 1118573404 9781118573402 1118573307 |