LEADER 05765nam 22007211 450 001 9910790872503321 005 20200520144314.0 010 $a1-118-57340-4 010 $a1-118-57330-7 035 $a(CKB)2550000001159889 035 $a(EBL)1550545 035 $a(OCoLC)863203909 035 $a(SSID)ssj0001040156 035 $a(PQKBManifestationID)11595345 035 $a(PQKBTitleCode)TC0001040156 035 $a(PQKBWorkID)11001313 035 $a(PQKB)10607138 035 $a(PQKBManifestationID)16035950 035 $a(PQKB)23671606 035 $a(DLC) 2013034069 035 $a(Au-PeEL)EBL1550545 035 $a(CaPaEBR)ebr10799795 035 $a(CaONFJC)MIL543094 035 $a(CaSebORM)9781118573402 035 $a(MiAaPQ)EBC1550545 035 $a(EXLCZ)992550000001159889 100 $a20130819h20142014 uy 0 101 0 $aeng 135 $aurunu||||| 181 $ctxt 182 $cc 183 $acr 200 14$aThe brand IDEA $emanaging nonprofit brands with integrity, democracy and affinity /$fNathalie Laidler-Kylande and Julia Shepard Stenzel 205 $aFirst edition. 210 1$aSan Francisco :$cJossey Bass & Pfeiffer Imprints, Wiley,$d[2014] 210 4$dİ2014 215 $a1 online resource (234 p.) 300 $aDescription based upon print version of record. 311 $a1-118-55583-X 311 $a1-306-11843-3 320 $aIncludes bibliographical references and index. 327 $aCover; 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 327 $aCorporate 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 327 $aSummary 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 327 $aRevisiting 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 327 $aSummary 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 327 $aSources of Success for Brand Affinity 330 $a"Offering a new framework for nonprofit brand management, this book presents the model Brand IDEA (Identity, Democracy, Ethics and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adapted from the private sector in favor of a strategic, sector-centric approach based on pride in social mission, participatory processes, shared values, key partnerships, and the role that brand plays to create greater cohesion within organizations. The book explores in detail how nonprofit organizations worldwide are developing and implementing new ways of thinking about and managing their organizational brands"--$cProvided by publisher. 606 $aNonprofit organizations$xManagement 606 $aNonprofit organizations$xMarketing 615 0$aNonprofit organizations$xManagement. 615 0$aNonprofit organizations$xMarketing. 676 $a658/.048 686 $aBUS074000$2bisacsh 700 $aLaidler-Kylande$b Nathalie$f1965-$01475609 701 $aStenzel$b Julia Shepard$f1964-$01475610 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910790872503321 996 $aThe brand IDEA$93689844 997 $aUNINA