Building brands for nonprofit organisations: a review of current themes and future research directions

Lee, Zoe ORCID: https://orcid.org/0000-0001-5256-6100 2023. Building brands for nonprofit organisations: a review of current themes and future research directions. King, Ceridwyn and Murillo, Enrique, eds. A Research Agenda for Brand Management in a New Era of Consumerism, Cheltenham: Edward Elgar Publishing, pp. 257-272. (10.4337/9781803925516.00023)

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Abstract

This chapter provides an overview of nonprofit branding. We introduce the importance of building brands in the nonprofit sector and review current developments in the field. We explore the topic's meaning and the evolution of key concepts such as: brand image, brand personality, brand stereotypes, brand equity, brand orientation and rebranding strategy. Although these branding themes are salient to the for-profit context, they are equally relevant in the nonprofit sector, such as when nonprofit brands strive to create distinctiveness, value, trust and accountability at their core. The chapter also explores two key contemporary research avenues such as activist brand positioning and heritage management. In summary, nonprofit branding continues to be on an upward trajectory in terms of both conceptual development and practice with the emerging notion of 'brands that do good'.

Item Type:	Book Section
Status:	Published
Schools:	Schools > Business (Including Economics)
Publisher:	Edward Elgar Publishing
ISBN:	9781803925509
Date of First Compliant Deposit:	9 December 2022
Date of Acceptance:	27 September 2022
Last Modified:	13 Mar 2026 14:14
URI:	https://orca.cardiff.ac.uk/id/eprint/154787

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