Building and valuing global brands in the nonprofit sector

摘要: Global nonprofit brands are the world's new “super brands” (Wootliff and Deri, 2001). Nonprofit organizations command unprecedented levels of trust, brand valuations on par with major international corporations. Leaders managers nonprofits face challenges in stewardship their brands. Based current thinking management detailed interviews close to one hundred executives ten organizations, this article draws strategic lessons building valuation activities nonprofits. The multiple roles stakeholders that global must address make complex challenging. In particular, differences between advocacy relief be explained. Despite complexity, may have an advantage over for-profits leveraging public trust communication. Advocacy particular successfully link cause good effect. is a challenge significant appeal, but also concerns for addition providing leaders better understanding brandbuilding activities, imperatives, best practices field, outlines opportunities threats associated