Not-for-profit branding

Stride, 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

Abstract/Summary

This 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?