The Brand IDEA : Managing Nonprofit Brands with Integrity, Democracy, and Affinity / Nathalie Laidler-Kylander and Julia Shepard Stenzel.
Material type: TextPublisher: San Francisco : Jossey Bass & Pfeiffer Imprints, Wiley, 2013Edition: 1st editionDescription: xviii, 214 pages : illustrations ; 23 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781118573303 (hardback)Subject(s): Nonprofit organizations -- Management | Nonprofit organizations -- Marketing | BUSINESS & ECONOMICS / Nonprofit Organizations & CharitiesAdditional physical formats: Online version:: Brand IDEA; Online version:: Brand IDEADDC classification: 658/.048 LOC classification: HD62.6 | .L35 2013Other classification: BUS074000 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 The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social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.Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
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Short Loan | Karen | HD62.6 .L35 2013 (Browse shelf(Opens below)) | 1 | Available | 017918 |
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 The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social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"-- Provided by publisher.
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