[Ec-ncuc] The Role of Brand in the Nonprofit Sector

[Brenden Kuerbis]

Thought I'd pass along some work occurring at Harvard's Hauser Center:

http://www.hks.harvard.edu/hauser/role-of-brand/

Branding in the nonprofit sector appears to be at an inflection point. More
nonprofits organizations ? foundations, NGOs, social enterprises and
coalitions ? are explicitly taking up the language and practices of brand
management. Many nonprofit brands are more trusted by the public than the
best known corporate brands. Effective branding is becoming a central
concern of leaders across the nonprofit sector as they feel increasing
competition ? and, in many cases, seek enhanced collaboration.

The Hauser Center for Nonprofit Organizations, with funding from the
Rockefeller Foundation, is engaged in a research project that aims to help
leaders ? boards, executives, managers and staff ? of nonprofit
organizations working globally to better understand and manage their brands.
The goal of this research is to help nonprofit organizations make more
effective use of their brands to catalyze their strengths and to advance
their missions.


Interesting that it never mentions trademark protection, even in the context
of managing global non-profit brands.

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Brenden Kuerbis
Internet Governance Project
http://internetgovernance.org
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