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Nathalie Laidler-Kylander teaches graduate level and executive education courses in management, leadership, and marketing at Harvard's Kennedy School and Tufts' Fletcher School. She has been researching and writing about nonprofit brands for over a decade.
Julia Shepard Stenzel is a consultant who works with nonprofits on strategy and management systems. She is also an active nonprofit board member.
For more information, please visit [...]
Foreword by Christopher Stone, president, Open Society Foundations ix
Introduction xiii
PART 1: CONTEXT, CONCEPTS, AND BUILDING BLOCKS
CHAPTER 1: WHAT IS DRIVING THE PARADIGM SHIFT AND BRAND IDEA FRAMEWORK 3
CHAPTER 2: WHAT IS A BRAND ANYWAY, AND WHY SHOULD YOU MANAGE IT? 21
CHAPTER 3: WHAT YOU NEED TO KNOW: REVIEWING THE BUILDING BLOCKS OF BRAND 37
CHAPTER 4: WHY THE SKEPTICS HAVE IT WRONG: UNDERSTANDING THE ROLE AND BENEFITS OF BRAND 51
PART 2: GETTING THE BRAND IDEA
CHAPTER 5: BRAND INTEGRITY 65
CHAPTER 6: BRAND DEMOCRACY 83
CHAPTER 7: BRAND AFFINITY 97
PART 3: PUTTING THE BRAND IDEA INTO ACTION
CHAPTER 8: IMPLEMENTING THE BRAND IDEA: WHAT TO DO AND HOW TO DO IT 119
CHAPTER 9: THE BRAND IDEA IN SPECIFICSITUATIONS 153
CONCLUSION: YOU CAN DO IT! 171
References 179
Individuals Interviewed and Organizations Cited 189
The Authors 197
Acknowledgments 199
Index 203
| Erscheinungsjahr: | 2013 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Seiten: | 240 |
| Inhalt: | 240 S. |
| ISBN-13: | 9781118555835 |
| ISBN-10: | 111855583X |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: | Laidler-Kylande, Nathalie |
| Hersteller: | John Wiley & Sons |
| Maße: | 235 x 157 x 17 mm |
| Von/Mit: | Nathalie Laidler-Kylande |
| Erscheinungsdatum: | 08.11.2013 |
| Gewicht: | 0,512 kg |
Nathalie Laidler-Kylander teaches graduate level and executive education courses in management, leadership, and marketing at Harvard's Kennedy School and Tufts' Fletcher School. She has been researching and writing about nonprofit brands for over a decade.
Julia Shepard Stenzel is a consultant who works with nonprofits on strategy and management systems. She is also an active nonprofit board member.
For more information, please visit [...]
Foreword by Christopher Stone, president, Open Society Foundations ix
Introduction xiii
PART 1: CONTEXT, CONCEPTS, AND BUILDING BLOCKS
CHAPTER 1: WHAT IS DRIVING THE PARADIGM SHIFT AND BRAND IDEA FRAMEWORK 3
CHAPTER 2: WHAT IS A BRAND ANYWAY, AND WHY SHOULD YOU MANAGE IT? 21
CHAPTER 3: WHAT YOU NEED TO KNOW: REVIEWING THE BUILDING BLOCKS OF BRAND 37
CHAPTER 4: WHY THE SKEPTICS HAVE IT WRONG: UNDERSTANDING THE ROLE AND BENEFITS OF BRAND 51
PART 2: GETTING THE BRAND IDEA
CHAPTER 5: BRAND INTEGRITY 65
CHAPTER 6: BRAND DEMOCRACY 83
CHAPTER 7: BRAND AFFINITY 97
PART 3: PUTTING THE BRAND IDEA INTO ACTION
CHAPTER 8: IMPLEMENTING THE BRAND IDEA: WHAT TO DO AND HOW TO DO IT 119
CHAPTER 9: THE BRAND IDEA IN SPECIFICSITUATIONS 153
CONCLUSION: YOU CAN DO IT! 171
References 179
Individuals Interviewed and Organizations Cited 189
The Authors 197
Acknowledgments 199
Index 203
| Erscheinungsjahr: | 2013 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Seiten: | 240 |
| Inhalt: | 240 S. |
| ISBN-13: | 9781118555835 |
| ISBN-10: | 111855583X |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: | Laidler-Kylande, Nathalie |
| Hersteller: | John Wiley & Sons |
| Maße: | 235 x 157 x 17 mm |
| Von/Mit: | Nathalie Laidler-Kylande |
| Erscheinungsdatum: | 08.11.2013 |
| Gewicht: | 0,512 kg |
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