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作者 Stenzel, Julia Shepard
書名 The Brand IDEA : Managing Nonprofit Brands with Integrity, Democracy, and Affinity
出版項 New York, NY : John Wiley & Sons, Incorporated, 2013
©2014
國際標準書號 9781118573303 (electronic bk.)
9781118555835
book jacket
版本 1st ed
說明 1 online resource (234 pages)
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
附註 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 Value -- Leadership -- 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 -- Summary -- CHAPTER 3: What You Need to Know: Reviewing the Building Blocks of Brand -- Differentiation and Positioning -- The Benefits of Differentiation -- The Importance of Positioning -- Positioning for Clarity -- Differentiation and Positioning for Competition or Collaboration? -- Interrelation of Brand, Positioning, and Differentiation -- Theories of Change -- Internal Branding -- Summary -- CHAPTER 4: Why the Skeptics Have It Wrong: Understanding the Role and Benefits of Brand -- Skepticism of Brand and Brand Management -- Commercialism -- Ethical Concerns -- Pushback -- Vanity -- Impact on Partnership
Revisiting the Paradigm Shift -- The 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 -- Summary -- CHAPTER 6: Brand Democracy -- Implementing a Participative Process -- Empowering Brand Ambassadors -- Using Guiding Principles Versus Strict Controls -- Challenges of Democracy -- Overcoming Internal Brand Skepticism -- Avoiding Brand Anarchy -- Gaining Organizational Support -- Summary -- CHAPTER 7: Brand Affinity -- The Drivers of Brand Affinity -- The Partnership Imperative -- A Focus on External Social Goals -- Characteristics of Brand Affinity -- Identifying and Attracting Key Partners -- Using Brand to Manage and Add Value to Partnerships and Drive Impact -- Types of Brand Affinity Partnerships -- Sources of Success for Brand Affinity -- An Open-Source and Flexible Approach to the Use of Brand Assets -- Challenges of Brand Affinity -- Diluting Brand Equity -- Losing Yourself and Your Brand in Affinity -- Preventing the Drain on Time and Resources -- Summary -- PART 3: Putting the Brand IDEA into Action -- CHAPTER 8: Implementing the Brand IDEA: What to Do and How to Do It -- Implement Brand Integrity Through Brand Democracy -- Conduct Research and Assessments -- Drive Alignment -- Support Brand Ambassadors -- Create Affinity for Greater Impact
Stay Tuned In to Sector Changes and Engage Other Organizations -- Articulate and Advocate Shared Goals and Promote Partner Brands -- Use Open-Source Platforms and Share Tools and Assets -- Measuring the Impact of Branding Activities and Return on Brand Investment -- Organizational Cohesion, Capacity, and Impact -- External Trust -- Summary -- CHAPTER 9: The Brand IDEA in Specific Situations -- Brand Management in Different Situations -- Brand Building -- Rebranding -- Changing Brand Name -- Managing Sub-Brands -- Campaign and Movement Brands -- Mergers and Acquisitions -- Brand Management for Different Structures -- Nonprofits with Multiple Entities -- Local Service Delivery Organizations -- Advocacy Organizations -- Foundations or Grant-Making Organizations -- Managing Brands at Different Stages of the Organizational Life Cycle -- Start-Up Phase -- Adolescent (Growth) Phase -- Mature Phase -- Stagnant Phase -- Summary -- Conclusion: You Can Do It! -- Using the Brand IDEA -- Using Brand IDEA by Function -- The Role of the Board -- The Role of the CEO -- The Role of Marketing, Communications, and Fundraising -- The Role of Program and Field Staff -- The Role of Volunteers -- The Role of Funders -- The Role of Individual Donors -- The Role of Partners -- Concluding Thoughts -- References -- Individuals Interviewed and Organizations Cited -- Individuals -- Organizations -- The Authors -- Acknowledgments -- Index
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
Description based on publisher supplied metadata and other sources
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2020. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
鏈接 Print version: Stenzel, Julia Shepard The Brand IDEA : Managing Nonprofit Brands with Integrity, Democracy, and Affinity New York, NY : John Wiley & Sons, Incorporated,c2013 9781118555835
主題 Nonprofit organizations -- Management.;Nonprofit organizations -- Marketing
Electronic books
Alt Author Laidler-Kylander, Nathalie
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