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The Brand IDEA

Managing Nonprofit Brands with Integrity, Democracy, and Affinity

Wiley, J,
E-Book ( PDF mit Adobe DRM )
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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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a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.


Titel: The Brand IDEA
Autoren/Herausgeber: Nathalie Laidler-Kylander, Julia Shepard Stenzel
Ausgabe: 1. Auflage

ISBN/EAN: 9781118573303

Seitenzahl: 240
Produktform: E-Book
Sprache: Englisch

Nathalie Laidler-Kylander teaches graduate level andexecutive education courses in management, leadership, andmarketing at Harvard's Kennedy School and Tufts' Fletcher School.She has been researching and writing about nonprofit brands forover a decade.
Julia Shepard Stenzel is a consultant who works withnonprofits on strategy and management systems. She is also anactive nonprofit board member.
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