The New Global Brands Managing Non-Government Organizations in the 21st Century

by Quelch, John A.; Laidler-Kylander, Nathalie

• ISBN13: 9780324320237
• ISBN10: 032432023X
• Edition: 1st
• Format: Hardcover
• Copyright: 2005-02-03
• Publisher: South-Western College Pub

Summary

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.

Author Biography

John Quelch is Senior Associate Dean for International Development at Harvard Business School.

Table of Contents

Introduction	1	(27)
PART 1: Mission and Strategy
Starting Out: Peace Winds Japan	28	(9)
Redefining Mission: Amnesty International	37	(25)
Mission, Strategy and Organization: Oxfam America in 2002	62	(22)
PART 2: Progress and Performance
Managing Organic Growth: Brac	84	(28)
Growing Through Partnering: Accion International	112	(31)
Assessing Performance: International Federation of Red Cross and Red Crescent Societies	143	(31)
PART 3: Brand Meaning
Understanding Brand Meaning: Unicef	174	(23)
Communicating Brand Meaning: Care USA	197	(29)
Managing Dual Brands: The Brac and Aarong Commercial Brands	226	(22)
PART 4: Brand Value
Assessing Brand Value: Habitat for Humanity International: Brand Valuation	248	(25)
Leveraging Brand Value: WWF	273	(24)
Sustaining Brand Value: Medecins Sans Frontieres	297