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The Brand IDEA: Managing Nonprofit Brands with Integrity, Democracy and Affinity by Julia Shepard Stenzel, Nathalie Laidler-Kylander

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CHAPTER 2

What Is a Brand Anyway, and Why Should You Manage It?

Although it is easy to identify well-known brands, it is difficult to accurately describe what a brand actually is and what it does. In this chapter, we attempt to break this question down and start looking at how to manage brands. Because the majority of brand literature and brand management models emanate from the private sector, we will review these and discuss how the differences between the sectors offer us some insights into brand management for nonprofits. Finally, we discuss what makes a strong brand and how the drivers of brand equity may be somewhat different for nonprofit brands.

What Is a Brand?

Brand as a concept is quite elusive and can be difficult to define. We start ...

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