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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 3

What You Need to Know: Reviewing the Building Blocks of Brand

The concepts of differentiation and positioning are key tenets of strategic marketing and essential precursors to effective brand management. Before you define a brand identity, an analysis of the macro and micro environments, including an assessment of the needs of customers (beneficiaries and funders), forms the basis for differentiation. Positioning is how you communicate that differentiation to create the desired perception, or brand image, relative to other players, in the minds of the target audiences. In this chapter, we explore how the objectives of differentiation and positioning are different in the nonprofit sector. We then look briefly at theory of change and ...

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