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- W2607924053 abstract "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?" @default.
- W2607924053 created "2017-05-05" @default.
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- W2607924053 date "2016-07-13" @default.
- W2607924053 modified "2023-09-23" @default.
- W2607924053 title "Not-for-profit branding" @default.
- W2607924053 cites W2131942188 @default.
- W2607924053 doi "https://doi.org/10.4324/9781315796789.ch20" @default.
- W2607924053 hasPublicationYear "2016" @default.
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