N Laidler–Kylande
The Brand IDEA: Managing Nonprofit Brands with Int egrity, Democracy, and Affinity
Managing Nonprofit Brands with Integrity, Democracy, and Affinity
Gebonden Engels 2014 9781118555835
Verwachte levertijd ongeveer 9 werkdagen
Samenvatting
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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a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.
Specificaties
ISBN13:9781118555835
Taal:Engels
Bindwijze:gebonden
Aantal pagina's:240
Uitgever:John Wiley & Sons
Hoofdrubriek:Reclame en verkoop, Algemeen management
Lezersrecensies
Wees de eerste die een lezersrecensie schrijft!
Inhoudsopgave
<p>List of Figures, Tables, and Exhibits vii</p>
<p>Foreword by Christopher Stone, president, Open Society Foundations ix</p>
<p>Introduction xiii</p>
<p>PART 1: CONTEXT, CONCEPTS, AND BUILDING BLOCKS</p>
<p>CHAPTER 1: WHAT IS DRIVING THE PARADIGM SHIFT AND BRAND IDEA FRAMEWORK 3</p>
<p>CHAPTER 2: WHAT IS A BRAND ANYWAY, AND WHY SHOULD YOU MANAGE IT? 21</p>
<p>CHAPTER 3: WHAT YOU NEED TO KNOW: REVIEWING THE BUILDING BLOCKS OF BRAND 37</p>
<p>CHAPTER 4: WHY THE SKEPTICS HAVE IT WRONG: UNDERSTANDING THE ROLE AND BENEFITS OF BRAND 51</p>
<p>PART 2: GETTING THE BRAND IDEA</p>
<p>CHAPTER 5: BRAND INTEGRITY 65</p>
<p>CHAPTER 6: BRAND DEMOCRACY 83</p>
<p>CHAPTER 7: BRAND AFFINITY 97</p>
<p>PART 3: PUTTING THE BRAND IDEA INTO ACTION</p>
<p>CHAPTER 8: IMPLEMENTING THE BRAND IDEA: WHAT TO DO AND HOW TO DO IT 119</p>
<p>CHAPTER 9: THE BRAND IDEA IN SPECIFICSITUATIONS 153</p>
<p>CONCLUSION: YOU CAN DO IT! 171</p>
<p>References 179</p>
<p>Individuals Interviewed and Organizations Cited 189</p>
<p>The Authors 197</p>
<p>Acknowledgments 199</p>
<p>Index 203</p>
<p>Foreword by Christopher Stone, president, Open Society Foundations ix</p>
<p>Introduction xiii</p>
<p>PART 1: CONTEXT, CONCEPTS, AND BUILDING BLOCKS</p>
<p>CHAPTER 1: WHAT IS DRIVING THE PARADIGM SHIFT AND BRAND IDEA FRAMEWORK 3</p>
<p>CHAPTER 2: WHAT IS A BRAND ANYWAY, AND WHY SHOULD YOU MANAGE IT? 21</p>
<p>CHAPTER 3: WHAT YOU NEED TO KNOW: REVIEWING THE BUILDING BLOCKS OF BRAND 37</p>
<p>CHAPTER 4: WHY THE SKEPTICS HAVE IT WRONG: UNDERSTANDING THE ROLE AND BENEFITS OF BRAND 51</p>
<p>PART 2: GETTING THE BRAND IDEA</p>
<p>CHAPTER 5: BRAND INTEGRITY 65</p>
<p>CHAPTER 6: BRAND DEMOCRACY 83</p>
<p>CHAPTER 7: BRAND AFFINITY 97</p>
<p>PART 3: PUTTING THE BRAND IDEA INTO ACTION</p>
<p>CHAPTER 8: IMPLEMENTING THE BRAND IDEA: WHAT TO DO AND HOW TO DO IT 119</p>
<p>CHAPTER 9: THE BRAND IDEA IN SPECIFICSITUATIONS 153</p>
<p>CONCLUSION: YOU CAN DO IT! 171</p>
<p>References 179</p>
<p>Individuals Interviewed and Organizations Cited 189</p>
<p>The Authors 197</p>
<p>Acknowledgments 199</p>
<p>Index 203</p>
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Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan