TY  - BOOK
AU  - Laidler-Kylander,Nathalie
AU  - Stenzel,Julia Shepard
TI  - The Brand IDEA: Managing Nonprofit Brands with Integrity, Democracy, and Affinity 
SN  - 9781118573303 (hardback)
AV  - HD62.6 .L35 2013
U1  - 658/.048 23
PY  - 2013///
CY  - San Francisco
PB  - Jossey Bass & Pfeiffer Imprints, Wiley
KW  - Nonprofit organizations
KW  - Management
KW  - Marketing
KW  - BUSINESS & ECONOMICS / Nonprofit Organizations & Charities
KW  - bisacsh
N1  - Includes bibliographical references and index
N2  - "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 The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social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"--
ER  -