A brand new world for nonprofits

摘要: Brands provide a number of benefits that can make them powerful tool for the nonprofit sector. Among other things, they it possible organisations to convey consistent overall positioning while tailoring offerings multiple publics. They also facilitate development trust between and its constituencies, insulation from competitive pressures raise organisation's profile. are not appropriate all organisations, however, decision adopt branding strategy is one requires careful consideration. This paper explores pros cons branding, describes balancing act managers face when deciding whether how abrand. Copyright © 1999 Henry Stewart Publications