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ISBN-10 1118573307ISBN-13 9781118573303
ISBN-10 1-118-55583-XISBN-13 9781118555835
Author(s): Nathalie Laidler-Kylander; Julia Shepard Stenzel; ;
Publisher: John Wiley & Sons
Copyright year: © 2014 Pages: 240

Offering a new framework for nonprofit brand management, this book presents the model Brand IDEA (Identity, Democracy, Ethics and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social mission, participatory processes, shared values, key partnerships, and the role that brand plays to create greater cohesion within organizations. The book explores in detail how nonprofit organizations worldwide are developing and implementing new ways of thinking about and managing their organizational brands.