Nonprofit brand and managing nonprofit rebranding strategy

Lee, Zoe ORCID: https://orcid.org/0000-0001-5256-6100 and Davies, Iain 2021. Nonprofit brand and managing nonprofit rebranding strategy. Charity Marketing, Taylor & Francis, pp. 46-59. (10.4324/9781003134169-2)

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Abstract

Lee and Davies detail the challenges and strategies in managing a nonprofit rebrand successfully. This section first provides an overview of managing a nonprofit brand at a product/service level. The authors contrast the nuanced internal perspective in the ways managers negotiate brand meanings internally in rebranding projects with the traditional focus on creating an attractive brand image and identity for fundraising purposes. The authors provide explicit guidelines to managers to negotiate tensions during the rebranding process. Rather than using the brand as a fundraising tool, Lee and Davies advise managers to instead balance both the external and internal perspectives of brands, and to address the ongoing challenges of using the brand to galvanise change through employees, frontline staff as well as volunteers to achieve the nonprofit’s mission.

Item Type:	Book Section
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Taylor & Francis
ISBN:	9781003134169
Last Modified:	10 Nov 2022 10:04
URI:	https://orca.cardiff.ac.uk/id/eprint/145590

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