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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 5

Brand Integrity

We have laid the groundwork for understanding the foundational concepts of brand and the role a brand can play in nonprofits, including the benefits that a strong brand can bring to an organization. We turn now to the specifics of the brand IDEA. In this chapter, we discuss brand Integrity, which refers to the alignment between the brand identity and image and the mission, values, and strategy of the organization. Brand identity and brand image are two sides of the same coin: brand identity is the internal reflection of the organization's brand; brand image is the external perception of that same organization's brand. When these are aligned with each other and with the mission, values, and strategy, they contribute ...

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