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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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a participatory process, shared values, and the development of key partnerships.

Author(s): Nathalie Laidler-Kylander   Julia Shepard Stenzel  

ISBN 10: 111855583X
ISBN 13: 9781118555835
Pages: 240
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