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The brand IDEA : managing nonprofit brands with integrity, democracy and affinity / / Nathalie Laidler-Kylande and Julia Shepard Stenzel
| The brand IDEA : managing nonprofit brands with integrity, democracy and affinity / / Nathalie Laidler-Kylande and Julia Shepard Stenzel |
| Autore | Laidler-Kylande Nathalie <1965-> |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | San Francisco : , : Jossey Bass & Pfeiffer Imprints, Wiley, , [2014] |
| Descrizione fisica | 1 online resource (234 p.) |
| Disciplina | 658/.048 |
| Altri autori (Persone) | StenzelJulia Shepard <1964-> |
| Soggetto topico |
Nonprofit organizations - Management
Nonprofit organizations - Marketing |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-118-57340-4
1-118-57330-7 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 |
| Record Nr. | UNINA-9910453802703321 |
Laidler-Kylande Nathalie <1965->
|
||
| San Francisco : , : Jossey Bass & Pfeiffer Imprints, Wiley, , [2014] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The brand IDEA : managing nonprofit brands with integrity, democracy and affinity / / Nathalie Laidler-Kylande and Julia Shepard Stenzel
| The brand IDEA : managing nonprofit brands with integrity, democracy and affinity / / Nathalie Laidler-Kylande and Julia Shepard Stenzel |
| Autore | Laidler-Kylande Nathalie <1965-> |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | San Francisco : , : Jossey Bass & Pfeiffer Imprints, Wiley, , [2014] |
| Descrizione fisica | 1 online resource (234 p.) |
| Disciplina | 658/.048 |
| Altri autori (Persone) | StenzelJulia Shepard <1964-> |
| Soggetto topico |
Nonprofit organizations - Management
Nonprofit organizations - Marketing |
| ISBN |
1-118-57340-4
1-118-57330-7 |
| Classificazione | BUS074000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 |
| Record Nr. | UNINA-9910790872503321 |
|
Laidler-Kylande Nathalie <1965->
|
||
| San Francisco : , : Jossey Bass & Pfeiffer Imprints, Wiley, , [2014] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The brand IDEA : managing nonprofit brands with integrity, democracy and affinity / / Nathalie Laidler-Kylande and Julia Shepard Stenzel
| The brand IDEA : managing nonprofit brands with integrity, democracy and affinity / / Nathalie Laidler-Kylande and Julia Shepard Stenzel |
| Autore | Laidler-Kylande Nathalie <1965-> |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | San Francisco : , : Jossey Bass & Pfeiffer Imprints, Wiley, , [2014] |
| Descrizione fisica | 1 online resource (234 p.) |
| Disciplina | 658/.048 |
| Altri autori (Persone) | StenzelJulia Shepard <1964-> |
| Soggetto topico |
Nonprofit organizations - Management
Nonprofit organizations - Marketing |
| ISBN |
1-118-57340-4
1-118-57330-7 |
| Classificazione | BUS074000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 |
| Record Nr. | UNINA-9910820311003321 |
|
Laidler-Kylande Nathalie <1965->
|
||
| San Francisco : , : Jossey Bass & Pfeiffer Imprints, Wiley, , [2014] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||