| Description |
1 online resource |
| Bibliography |
Includes bibliographical references and index. |
| Summary |
"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 The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social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"-- Provided by publisher. |
| Contents |
pt. 1 Context, Concepts, And Building Blocks -- ch. 1 What Is Driving The Paradigm Shift And Brand Idea Framework -- ch. 2 What Is A Brand Anyway, And Why Should You Manage It? -- ch. 3 What You Need To Know: Reviewing The Building Blocks Of Brand -- ch. 4 Why The Skeptics Have It Wrong: Understanding The Role And Benefits Of Brand -- pt. 2 Getting The Brand Idea -- ch. 5 Brand Integrity -- ch. 6 Brand Democracy -- ch. 7 Brand Affinity -- pt. 3 Putting The Brand Idea Into Action -- ch. 8 Implementing The Brand Idea: What To Do And How To Do It -- ch. 9 The Brand Idea In Specific Situations. |
| Subject |
Nonprofit organizations -- Management.
|
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Nonprofit organizations -- Marketing.
|
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Associations sans but lucratif -- Gestion. |
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Associations sans but lucratif -- Marketing. |
|
Nonprofit organizations -- Management |
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Nonprofit organizations -- Marketing |
| Added Author |
Stenzel, Julia Shepard, 1964-
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| Other Form: |
Print version: Laidler-Kylander, Nathalie. Brand IDEA. First edition. San Francisco : Jossey Bass & Pfeiffer Imprints, Wiley, 2014 9781118555835 (DLC) 2013030361 (OCoLC)856579529 |
| ISBN |
9781118573402 (epub) |
|
1118573404 (epub) |
|
9781118573303 (pdf) |
|
1118573307 (pdf) |
|
(hardback) |
| Music No. |
EB00059018 Recorded Books |
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