Managing Global Brands For Non Profits

A RTICLES Building and Valuing Global Brands in the Nonpro?t heavens Nathalie Laidler-Kylander, fanny A. Quelch, Bernard L. Simonin Global non-profit-making stakes are the arenas forward-looking super brands (Wootliff and Deri, 2001). Nonprofit organizations command new levels of trust, and nonpro?t brand military ratings are on comparability with major world-wide corporations. leadinghip and managers of nonprofits face new challenges in the stewardship of their brands. establish on watercourse thinking in nonprofit instruction and detailed interviews with adjoining to one hundred executives of ten planetary nonprofit organizations, this bind draws strategic lessons on brand twist and brand valuation activities of world(prenominal) nonprofits. The multiple roles and stakeholders that global nonprofit brands mustiness embrace make nonpro?t brand build complex and challenging. In particular, differences between advocacy and relief organizations must be explaine d. condescension the complexity, international nonprofit organizations may receive an advantage all everyplace for-pro?ts in leveraging humankind trust and brand communication. protagonism organizations in particular successfully bear on brand and rush to good effect. The valuation of nonprofit brands is a new strategic challenge with signi?cant appeal, but in addition signi?cant concerns for international nonpro?ts.

In addition to providing nonpro?t leaders and managers with a expose understanding of brandbuilding activities, imperatives, and best practices in the ?eld, this oblige outlines the opportunities and threats associated with the valuation of nonpro?t brands. T! HE WORLD OF non-profit-making leaders and managers has changed substantially over the past decades. The number of international nongovernmental organizations (NGOs) has skyrocketed, fostering intense competition. approximately 25 percent of the long dozen thousand international NGOs in existence today were created non-profit-making MANAGEMENT & LEADERSHIP, vol. 17, no. 3, spring 2007 © 2007 Wiley Periodicals, Inc....If you want to get a full essay, order it on our website: BestEssayCheap.com

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