The Brand Idea: Managing Nonprofit Brands with Integrity, Democracy, and Affinity

Laidler-Kylander, Nathalie; Stenzel, Julia Shepard

ISBN 10: 111855583X / ISBN 13: 9781118555835

Edité par Jossey-Bass, 2013

Former library book; May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less. N° de réf. du vendeur G111855583XI4N10

Synopsis :

Offering a new framework for nonprofit brand management, this book presents the Brand IDEA (Integrity, Democracy, and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a participatory process, shared values, and the development of key partnerships. The results are nonprofit brands that create organizational cohesion and generate trust in order to build capacity and drive social impact. The book explores in detail how nonprofit organizations worldwide are developing and implementing new ways of thinking about and managing their organizational brands.

À propos de l'auteur:

Nathalie Laidler-Kylander teaches graduate level and executive education courses in management, leadership, and marketing at Harvard's Kennedy School and Tufts' Fletcher School. She has been researching and writing about nonprofit brands for over a decade.

Julia Shepard Stenzel is a consultant who works with nonprofits on strategy and management systems. She is also an active nonprofit board member.

For more information, please visit www.nonprofitbrandidea.com

Détails bibliographiques

Titre : The Brand Idea: Managing Nonprofit Brands ...
Éditeur : Jossey-Bass
Date d'édition : 2013
Reliure : Hardcover
Etat : Very Good
Etat de la jaquette : No Jacket