CHAPTER 4
Why the Skeptics Have It Wrong: Understanding the Role and Benefits of Brand
In the preceding chapters, we have introduced the brand IDEA framework, defined key terms around brand and brand management and discussed how these differ between sectors, and introduced the building blocks of differentiation and positioning, theory of change, and internal branding. In this chapter, we will examine the Role of Brand Cycle, which summarizes the benefits of brand management in the nonprofit sector. First, however, we shall explore the sources of skepticism toward brands in the nonprofit sector and revisit the paradigm shift we introduced in Chapter One. Then we shall expand on both the internal and external benefits derived from a strong brand ...
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