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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a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.
- ISBN10 111855583X
- ISBN13 9781118555835
- Publish Date 21 January 2014 (first published 1 January 2013)
- Publish Status Active
- Publish Country US
- Publisher John Wiley & Sons Inc
- Imprint Jossey-Bass Inc.,U.S.
- Format Hardcover
- Pages 240
- Language English