Brands and Branding in the Non-Profit Sector - Theoretical Overview and Discussion

• Autorzy: Fridrik Larsen , Ralf Wagner , Aleksander Hartmann
• Języki publikacji: EN

Abstrakty

EN

A brand may be explained as an entirety of perceptions and feelings that consumers associate with a product/service recognized by a brand name. Included are aspects like distinctiveness (e.g., its packaging and logos), quality, performance, familiarity and user imagery(e.g. Batra, Ahuvia & Bagozzi 2012). Brands should effectively influence consumers and generate positive and attractive images that will eventually lead to the product being sold (Rindell, Strandvik & Wilén 2013). We observe that most successful non-profit organizations are in fact perceived as brands; the American Red Cross (which intriguingly has worldwide 'brand awareness' equalling those of the likes of Coca-Cola and McDonalds), Amnesty International, the Salvation Army, or World Wildlife Fund. The associations, memories and positive feelings that we perceive when we think of those are based on a solid banding principle. It appears that branding has an established position within the non-profit sector exemplified by e.g. major arts and performance companies, museums and universities, and humanities. Non-profit brands are increasingly acknowledged as being among the strongest brands in the world (Laidler-Kylander & Austin 2004). Moreover, these organizations are facing increasing competition when striving for donors. Some of them aim to increase their inflow of money by exploiting the logo as a label (e.g. 'approved by WWF'). Clearly, they need to be careful in order to maintain both their brand identity and their brand personality. (fragment of text)

Słowa kluczowe

EN

Non-profit organisations; Branding; Co-branding; Brand positioning

PL

Organizacje non-profit; Budowanie świadomości marki; Marka wspólna; Pozycjonowanie marki

• Czasopismo: Scientific Publications / University of Economics in Katowice
• Rocznik: 2015
• Tom: Social Exclusions in Europe : Marketing Perspective
• Strony: 189--200

Twórcy

autor

Fridrik Larsen

• University of Iceland, Iceland

autor

Ralf Wagner

autor

Aleksander Hartmann

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