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Laidler-Kylander, Nathalie.

The Brand IDEA : Managing Nonprofit Brands with Integrity, Democracy, and Affinity / Nathalie Laidler-Kylander and Julia Shepard Stenzel. - 1st edition. - xviii, 214 pages : illustrations ; 23 cm

Includes bibliographical references and index.

"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 The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social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"--

ISBN: 9781118573303 (hardback) Available

LCCN: 2013030361

Subjects--Topical Terms:
Nonprofit organizations--Management.
Nonprofit organizations--Marketing.
BUSINESS & ECONOMICS / Nonprofit Organizations & Charities.

LC Class. No.: HD62.6 / .L35 2013

Dewey Class. No.: 658/.048