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The Brand IDEA : Managing Nonprofit Brands with Integrity, Democracy, and Affinity 🔍
Nathalie Laidler-Kylander and Julia Shepard Stenzel; foreword by Christopher Stone, president. Open Society Foundations San Francisco: Jossey Bass & Pfeiffer Imprints, Wiley, John Wiley & Sons, Inc., San Francisco, 2013
英语 [en] · PDF · 12.6MB · 2013 · 📗 未知类型的图书 · 🚀/ia · Save
描述
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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a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 .
备选作者
Laidler-Kylander, Nathalie; Stenzel, Julia Shepard, 1964-
备用出版商
John Wiley & Sons, Incorporated
备用版本
United States, United States of America
备用版本
First edition, San Francisco, 2014
备用版本
First edition., California, 2014
备用版本
1st ed, San Francisco, 2014
备用版本
1, US, 2013
元数据中的注释
Includes bibliographical references and index.
备用描述
xviii, 214 pages : 23 cm
"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 The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social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"--
Includes bibliographical references and index
1. What is driving the paradigm shift and brand idea framework -- 2. What is brand anyway, and why should you manage it? -- 3. What you need to know : reviewing the building blocks of brand -- 4. Why the skeptics have it wrong : understanding the role and benefits of brand -- 5. Brand integrity -- 6. Brand democracy -- 7. Brand affinity -- 8. Implementing the brand idea : what to do and how to do it -- 9. The brand idea in specific situations -- Conclusion: You can do it!
备用描述
"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
开源日期
2024-07-01
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