Work

Branding Down to the Core: Branding Not-For-Profits

Year: 2003

Type: article

Abstract: Many not-for-profits do not view their organization as a brand. After all, the reason for being lies in the purpose. Branding is something corporate businesses do to justify their existence. But what is an organization's purpose? And what if everyone in the organization does not agree on that purpose over time or across departments? How can an organization formalize a strategy if it isn't sure what the mission is?

Source: Healthcare Quarterly

DOI: 10.12927/hcq..16618

Author: Patricia Tan

Language: English

Topic: Organizational Strategy and Culture

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W2169734813

FWCI: 0.714

Cites:

Cited by: 2

Related to: 10