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The brand IDEA : managing nonprofit brands with integrity, democracy and affinity

Author: Nathalie Laidler-Kylander; Julia Shepard Stenzel
Publisher: San Francisco : Jossey Bass/Wiley, 2013.
Edition/Format:   eBook : Document : English : First editionView all editions and formats
Database:WorldCat
Summary:
"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 The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Laidler-Kylander, Nathalie.
Brand IDEA
San Francisco : Jossey Bass & Pfeiffer Imprints, Wiley, 2013
(DLC) 2013030361
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Nathalie Laidler-Kylander; Julia Shepard Stenzel
ISBN: 9781118573402 1118573404 9781118573303 1118573307
OCLC Number: 856579635
Description: 1 online resource.
Contents: List of Figures, Tables, and Exhibits vii Foreword by Christopher Stone, president, Open Society Foundations ix Introduction xiii PART 1: CONTEXT, CONCEPTS, AND BUILDING BLOCKS CHAPTER 1: WHAT IS DRIVING THE PARADIGM SHIFT AND BRAND IDEA FRAMEWORK 3 CHAPTER 2: WHAT IS A BRAND ANYWAY, AND WHY SHOULD YOU MANAGE IT? 21 CHAPTER 3: WHAT YOU NEED TO KNOW: REVIEWING THE BUILDING BLOCKS OF BRAND 37 CHAPTER 4: WHY THE SKEPTICS HAVE IT WRONG: UNDERSTANDING THE ROLE AND BENEFITS OF BRAND 51 PART 2: GETTING THE BRAND IDEA CHAPTER 5: BRAND INTEGRITY 65 CHAPTER 6: BRAND DEMOCRACY 83 CHAPTER 7: BRAND AFFINITY 97 PART 3: PUTTING THE BRAND IDEA INTO ACTION CHAPTER 8: IMPLEMENTING THE BRAND IDEA: WHAT TO DO AND HOW TO DO IT 119 CHAPTER 9: THE BRAND IDEA IN SPECIFICSITUATIONS 153 CONCLUSION: YOU CAN DO IT! 171 References 179 Individuals Interviewed and Organizations Cited 189 The Authors 197 Acknowledgments 199 Index 203
Responsibility: Nathalie Laidler-Kylander, Julia Shepard Stenzel.
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Abstract:

Offering a new framework for nonprofit brand management, this book presents the model Brand IDEA (Identity, Democracy, Ethics and Affinity).  Read more...

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