Not-for-profit brandingStride, H. J. (2016) Not-for-profit branding. In: Francesca, D.'O. R., Singh, J. and Blankson, C. (eds.) The Routledge Companion to Contemporary Brand Management. Routledge, UK, pp. 294-308. ISBN 9781315796789 Full text not archived in this repository. It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing. Abstract/SummaryThis chapter asks if it is not time for the not-for-profit (NFP) sector to question its blinkered devotion to branding and develop an identity of its own. Given the importance of values within the not-for-profit context, is brand personality really a useful metaphor or do we not need to find something more suitable? As the sector faces a crisis in confidence, should we not be drawing on the theories of reputation and trust to help us build a sector wide identity to both restore confidence and to provide society with a much needed moral compass?
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