Whether you think it's a sad state of affairs or an incredible opportunity, the fact is that not-for-profit agencies like Doctors Without Borders and others have to employ marketing and branding techniques the same as any other organization. THE NEW GLOBAL BRANDS: MANAGING NON-GOVERNMENT ORGANIZATIONS IN THE 21ST CENTURY takes you inside the process and explains the process of establishing brand identity, identifying the organizational mission, communicating brand meaning, and leveraging brand values in new and exciting ways. Full of study tools, this textbook can make a positive impact on your performance in class as well.
Table of Contents
Introduction PART 1. Mission and Strategy. Case 1: Starting Out:Peace Winds Japan. Case 2: Redefining Mission:Amnesty International. Case 3: Mission, Strategy and Organization:Oxfam America. PART 2: Progress and Performance. Case 4: Managing Organic Growth:BRAC. Case 5: Growing Through Partnering:ACCION International. Case 6: Assessing Performance:International Federation of Red Cross and Red Crescent Societies. PART 3: Brand Meaning. Case 7: Understanding Brand Meaning:UNICEF. Case 8: Communicating Brand Meaning:CARE USA. Case 9: Managing Dual Brands:The BRAC and Aarong Commercial Brands. PART 4: Brand Value. Case 10: Assessing Brand Value: Habitat for Humanity International:Brand Valuation. Case 11: Leveraging Brand Value:WWF. Case 12:Sustaining Brand Value: Medecins Sans Frontieres.