The brand IDEA managing nonprofit brands with integrity, democracy and affinity
"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 The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sect...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
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San Francisco :
Jossey Bass & Pfeiffer Imprints, Wiley
[2014]
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| Edición: | First edition |
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| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627944506719 |
| Sumario: | "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 The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social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"-- |
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| Notas: | Description based upon print version of record. |
| Descripción Física: | 1 online resource (234 p.) |
| Bibliografía: | Includes bibliographical references and index. |
| ISBN: | 9781118573402 9781118573303 |
