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The Brand IDEA: Managing Nonprofit Brands with Integrity, Democracy and Affinity by Julia Shepard Stenzel, Nathalie Laidler-Kylander

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CHAPTER 9

The Brand IDEA in Specific Situations

In the previous chapter, we discussed how to implement the brand IDEA and provided some specific suggestions for activities and tools to help nonprofits implement brand Integrity through brand Democracy and create brand Affinity for greater impact. We also briefly introduced an approach for measuring the impact or return on investment of brand efforts. In this chapter, we turn to an analysis of the brand IDEA in specific situations, across different types of organizations, and at different points in an organization's life cycle.

Brand Management in Different Situations

The brand IDEA framework is applicable to all nonprofit organizations regardless of their size, maturity, or area of focus. In ...

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