CHAPTER 1

What Is Driving the Paradigm Shift and Brand IDEA Framework

We believe that current trends are making brand management increasingly important for nonprofit organizations and that brand management must be understood as part of a new paradigm. This chapter describes the background and context for our research, including current forces that we believe are affecting nonprofits. We also discuss the paradigm shift we uncovered during the most recent phase in our research into how brands are being perceived and managed. The chapter includes an introduction to the brand IDEA framework and an overview of how this framework is consistent with the zeitgeist of current management thinking.

Background and Context

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