How international nonprofits build brand equity |
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| Authors: | Nathalie Laidler‐Kylander Bernard Simonin |
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| Institution: | 1. Marketing Department, Boston University School of Management, USA;2. The Fletcher School, Tufts University, USA |
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| Abstract: | 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 for nonprofits, the lack of a brand equity models specifically for nonprofits, and the key differences between for‐profits and nonprofits.
- A proposed nonprofit brand equity model, based on a grounded theory and system dynamics approach.
- A series of specific managerial recommendations, for building nonprofit brand equity.
Copyright © 2008 John Wiley & Sons, Ltd. |
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