{"product_id":"the-brand-idea-9781118555835","title":"The Brand IDEA","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eOffering 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 The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a participatory process, shared values, and the development of key partnerships. The results are nonprofit brands that create organizational cohesion and generate trust in order to build capacity and drive social impact. The book explores in detail how nonprofit organizations worldwide are developing and implementing new ways of thinking about and managing their organizational brands\u003ci\u003e.\u003c\/i\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eList of Figures, Tables, and Exhibits vii\u003c\/p\u003e \u003cp\u003eForeword by Christopher Stone, president, Open Society Foundations ix\u003c\/p\u003e \u003cp\u003eIntroduction xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART 1: CONTEXT, CONCEPTS, AND BUILDING BLOCKS\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCHAPTER 1: WHAT IS DRIVING THE PARADIGM SHIFT AND BRAND IDEA FRAMEWORK 3\u003c\/p\u003e \u003cp\u003eCHAPTER 2: WHAT IS A BRAND ANYWAY, AND WHY SHOULD YOU MANAGE IT? 21\u003c\/p\u003e \u003cp\u003eCHAPTER 3: WHAT YOU NEED TO KNOW: REVIEWING THE BUILDING BLOCKS OF BRAND 37\u003c\/p\u003e \u003cp\u003eCHAPTER 4: WHY THE SKEPTICS HAVE IT WRONG: UNDERSTANDING THE ROLE AND BENEFITS OF BRAND 51\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART 2: GETTING THE BRAND IDEA\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCHAPTER 5: BRAND INTEGRITY 65\u003c\/p\u003e \u003cp\u003eCHAPTER 6: BRAND DEMOCRACY 83\u003c\/p\u003e \u003cp\u003eCHAPTER 7: BRAND AFFINITY 97\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART 3: PUTTING THE BRAND IDEA INTO ACTION\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCHAPTER 8: IMPLEMENTING THE BRAND IDEA: WHAT TO DO AND HOW TO DO IT 119\u003c\/p\u003e \u003cp\u003eCHAPTER 9: THE BRAND IDEA IN SPECIFICSITUATIONS 153\u003c\/p\u003e \u003cp\u003eCONCLUSION: YOU CAN DO IT! 171\u003c\/p\u003e \u003cp\u003eReferences 179\u003c\/p\u003e \u003cp\u003eIndividuals Interviewed and Organizations Cited 189\u003c\/p\u003e \u003cp\u003eThe Authors 197\u003c\/p\u003e \u003cp\u003eAcknowledgments 199\u003c\/p\u003e \u003cp\u003eIndex 203\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406888804695,"sku":"9781118555835","price":35.14,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118555835.jpg?v=1730497456","url":"https:\/\/bookcurl.com\/products\/the-brand-idea-9781118555835","provider":"Book Curl","version":"1.0","type":"link"}