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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 7

Brand Affinity

In this chapter, we describe the third concept of the brand IDEA framework, brand Affinity. We will examine both the drivers and characteristics of brand Affinity and touch briefly on the different types of partnerships, as well as what makes these brand partnerships successful. Brand Affinity refers to the way in which an organization extends its sphere of influence beyond the organization itself, in order to maximize social impact. Brand Affinity represents a mindset and an approach to brand management in which the focus is on shared social impact, rather than on individual internal organizational goals. An organization that demonstrates brand Affinity is one that recognizes and embraces the need to work with others ...

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