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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 6

Brand Democracy

Brand Democracy refers to the extent to which an organization engages its board, staff, members, participants, volunteers, supporters, and other stakeholders in both defining and communicating the brand identity. Brand Democracy is an approach through which an organization can achieve brand Integrity. It has three components. The first is the participative process used to define the brand identity. The second component reflects a change in mindset whereby the organization views stakeholders, both internal and external, as the brand's ambassadors and advocates. It also takes into account changes in communications, which are evolving from a one-way broadcast to a process of authentic interactive engagement. The third ...

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