Book description
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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a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 organizations worldwide are developing and implementing new ways of thinking about and managing their organizational brands.
Table of contents
- Cover
- Praise for The Brand IDEA
- Title page
- Copyright page
- List of Figures, Tables, and Exhibits
- Foreword by Christopher Stone, president, Open Society Foundations
- Introduction
- PART 1: Context, Concepts, and Building Blocks
- PART 2: Getting the Brand IDEA
- PART 3: Putting the Brand IDEA into Action
- References
- Individuals Interviewed and Organizations Cited
- The Authors
- Acknowledgments
- Index
Product information
- Title: The Brand IDEA: Managing Nonprofit Brands with Integrity, Democracy and Affinity
- Author(s):
- Release date: November 2013
- Publisher(s): Jossey-Bass
- ISBN: 9781118555835
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