Managing Global Brands For Non Profits

A RTICLES Building and Valuing Global Brands in the Nonpro?t sphere Nathalie Laidler-Kylander, fanny A. Quelch, Bernard L. Simonin Global noncommercial stakes are the creative activitys forward-looking super brands (Wootliff and Deri, 2001). Nonprofit organizations command un comparabilityalleled levels of trust, and nonpro?t brand military ratings are on par with major world-wide corporations. leadinghip and managers of nonprofits face new challenges in the stewardship of their brands. base on watercourse thinking in nonprofit direction and detailed interviews with adjoining to one hundred executives of ten supranational nonprofit organizations, this bind draws strategic lessons on brand create and brand valuation activities of world(prenominal) nonprofits. The multiple roles and stakeholders that global nonprofit brands must embrace make nonpro?t brand building complex and challenging. In particular, differences between advocacy and relief organizations must be explained. condescension the complexity, international nonprofit organizations may wipe out an advantage all everyplace for-pro?ts in leveraging habitual trust and brand communication. protagonism organizations in particular successfully connectedness brand and rush to good effect. The valuation of nonprofit brands is a new strategic challenge with signi?cant appeal, but likewise 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 clause outlines the opportunities and threats associated with the valuation of nonpro?t bran ds. T HE WORLD OF nonprofit organizat! ion 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 xiii thousand international NGOs in existence today were created not-for-profit 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: OrderEssay.net

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