The Brand IDEA. Managing Nonprofit Brands with Integrity, Democracy, and Affinity. Stenzel Julia Shepard

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Название: The Brand IDEA. Managing Nonprofit Brands with Integrity, Democracy, and Affinity

Автор: Stenzel Julia Shepard

Издательство: John Wiley & Sons Limited

Жанр: Политика, политология

Серия:

isbn: 9781118573303

isbn: 0

Аннотация:

Offering a new framework for nonprofit brand management, this book presents the Brand IDEA (Integrity, Democracy, and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a participatory process, shared values, and the development of key partnerships. The results are nonprofit brands that create organizational cohesion and generate trust in order to build capacity and drive social impact. The book explores in detail how nonprofit organizations worldwide are developing and implementing new ways of thinking about and managing their organizational brands.