Výsledky vyhledávání - "Nathalie Laidler-Kylander"

How international nonprofits build brand equity

Autor: Nathalie Laidler-Kylander, Bernard L. Simonin

Publikováno v: International Journal of Nonprofit and Voluntary Sector Marketing. 14:57-69

This paper describes an empirical model of brand equity for international nonprofit organizations and offers nonprofit managers suggestions for the management of their brands. The main areas of interest include: A review of the importance of branding

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::56ab9defe1e4fa394385455aa8f66c9f
https://doi.org/10.1002/nvsm.353

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Building and valuing global brands in the nonprofit sector

Autor: Bernard L. Simonin, John A. Quelch, Nathalie Laidler-Kylander

Publikováno v: Nonprofit Management and Leadership. 17:253-277

Global nonprofit brands are the world's new “super brands” (Wootliff and Deri, 2001). Nonprofit organizations command unprecedented levels of trust, and nonprofit brand valuations are on par with major international corporations. Leaders and mana

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::608aa2c2a990087bd7c632c0331ddb76
https://doi.org/10.1002/nml.149

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Elektronická kniha

The Brand IDEA : Managing Nonprofit Brands with Integrity, Democracy, and Affinity

Autor: Nathalie Laidler-Kylander, Julia Shepard Stenzel

Offering a new framework for nonprofit brand management, this book presents the Brand IDEA (Integrity, Democracy, and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sect