The Brand IDEA : Managing Nonprofit Brands with Integrity, Democracy and Affinity.
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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on t...
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
Hoboken :
Wiley,
2013
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| Local Note: | ProQuest Ebook Central |
Table of Contents:
- Cover; Praise for The Brand IDEA; Title page; Copyright page; Contents; List of Figures, Tables, and Exhibits; Foreword by Christopher Stone, president, Open Society Foundations; Introduction; PART 1: Context, Concepts, and Building Blocks; CHAPTER 1: What Is Driving the Paradigm Shift and Brand IDEA Framework; Background and Context; Social Media and Networking; Partnerships and Collaborations; A Paradigm Shift and Brand Management Mindset; Introduction to the Brand IDEA; Being in the Zeitgeist; Organizational Porosity; Open Innovation; Collective Impact.
- Corporate Social Responsibility and Shared ValueLeadership; Exponential Fundraising; Nonprofit Networking; Shifts in Monitoring and Evaluation; Summary; CHAPTER 2: What Is a Brand Anyway, and Why Should You Manage It?; What Is a Brand?; What a Brand Does; Key Differences Between For-Profits and Nonprofits; Traditional For-Profit Brand Management; The Lack of Brand Management in Nonprofits; How Does the Brand IDEA Differ from Traditional For-Profit Brand Management Models?; Mission Focus; Positioning for Clarity; Participative Engagement; Brand Equity; Trust; Partnerships; Consistency; Focus.
- Revisiting the Paradigm ShiftThe Role of Brand Cycle; Cohesion; Trust; Capacity; Impact; Closing the Cycle; Summary; PART 2: Getting the Brand IDEA; CHAPTER 5: Brand Integrity; Brand Identity; Embedding Identity Within Strategy; Aligning Identity with Mission; Aligning Identity with Values; Brand Image; Addressing Multiple Audiences; Aligning Brand Identity and Brand Image; Using Brand Integrity to Support Decision Making; Challenges of Integrity; Addressing the Tendency for Image to Lag Identity; Balancing Responsiveness with Mission Focus; Resisting the Allure of Fame and Visibility.
