The Brand IDEA

The Brand IDEA

Managing Nonprofit Brands With Integrity, Democracy and Affinity

Book - 2014 | 1st ed.
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"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 The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social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"--
Publisher: San Francisco, Calif. : Jossey Bass, c2014.
Edition: 1st ed.
ISBN: 9781118555835
Branch Call Number: 658.048 LAIDL
Characteristics: xviii, 214 p.
Additional Contributors: Stenzel, Julia Shepard 1964-

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