The brand IDEA
Subtitle: managing nonprofit brands with integrity, democracy, and affinity
By: Nathalie Laidler-Kylander and Julia Shepard Stenzel ; foreword by Christopher Stone, president. Open Society Foundations
Contributors: Stenzel, Julia Shepard, 1964-
Edition: First edition.
Publisher: Jossey-Bass
Published: 2014
Language: eng
Number of pages: 214
ISBN-13: 9781118555835
Subjects: Nonprofit organizations; Marketing; Management
Description: "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 The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social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"--
Notes: Includes bibliographical references and index.
Table of contents: title: 1. What is driving the paradigm shift and brand idea framework; title: 2. What is brand anyway, and why should you manage it?; title: 3. What you need to know : reviewing the building blocks of brand; title: 4. Why the skeptics have it wrong : understanding the role and benefits of brand; title: 5. Brand integrity; title: 6. Brand democracy; title: 7. Brand affinity; title: 8. Implementing the brand idea : what to do and how to do it; title: 9. The brand idea in specific situations; title: Conclusion: You can do it!