Chapter 14: Building brands for nonprofit organisations: a review of current themes and future research directions
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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'.

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