A Conceptual Framework for E-Branding Strategies in the Non-Profit Sector

E-branding provides non-profit organizations (NPOs) with new opportunities to communicate their missions, which is of paramount importance in a market segment that competes for donations and voluntary labor. Since successful e-branding is determined by both internal and external communication strategies, we developed a framework which explains the interdependency of these two factors in NPOs. Our findings are based on qualitative interview data and a website analysis of eleven Austrian NPOs. The NPOs\u27 internal and external e-communication strategies are categorized into three successive levels each and combined in a two-dimensional grid, which shows how NPOs integrate their communication strategies

A Conceptual Framework for E-Branding Strategies in the Non-Profit Sector

Despite the economic significance non-profit organizations (NPOs) have acquired in recent years, the implications of the Internet for NPO marketing seem to have received only little attention from both researchers and practi tioners. Although NPO marketing has been the subject of academic research for more than 30 years, NPO brand\u27ing has been studied for just about 10 years (cf. Hankinson, 2001). Recent research on branding in the nonprofit s«:ctor includes, for example, an assessment of the impact of brand orientation on non-profit performance (Hanldnson, 2001; Hankinson, 2002) and the development of a non-profit brand orientation scale (Ewing and Napoli 200^1). In particular, the small body of literature on e-branding for NPOs calls for an investigation into e-branding stratsgie:s for NPOs. Ruscli (2002) rhetorically asks if investing in a brand can be seen as a frivolous activity for NPOs in view of their not-for-profit mission, but he concludes that a better understanding of NPO branding will lead to a more effective use of their donations, which eventually furthers the NPOs\u27 causes. Although the peculiar organizational structure of NPOs fosters creativity and innovation, they often lack the motivation to exploit these opportunities commercially. Also, it seems that NPOs have not yet seized the opportunity to fully integrate the Internet into their busraess processes with a view to enhancing their core competencies, even though NPOs - particularly educational institutions - vrere actually the first organizations to use the Internet (Clay, 2002). Based on the assumption that well thought-out strategies for internal and extemal communication will help NPOs to build such e-brands, this paper begins with an outline of relevant aspects of both NPOs and e-communication. The main argument put forward in this paper is that successful e-branding for NPOs is determined by the aligmnent of intra-organizational and extemal communication capabilities. The conceptual framework for NPO e-branding we arrived at is based on qualitative inten\u27iews with NPOs from different sectors and an examination of their public Web sites. The paper concludes with hands-on recommendations for NPO communication strategies and suggestions for further research

The conception of branding in not-for-profit SMEs

A large number of not-for-profit organisations, especially charities, have become more receptive to brands and brand management issues in their search for differentiation and the communication of their services and values (Stride, 2006). However, it is argued that a majority of small to medium sized not-for-profit enterprises (SMEs), due to limited resources, are faced with larger barriers in adapting branding approaches (Khan and Ede, 2009). Others suggest that the reluctance in considering branding in small to medium nonprofits stems from a narrow understanding of the concept (Tan, 2003), and that the misconception of branding held by many practitioners disputes the need for not-for-profits to have a brand (Saxton, 2008). Surveying a sample of not-for-profit SMEs in the UK, this paper investigates the conception of branding and the perceived barriers in adopting brand strategies within these organisations. The findings reveal the extent to which these barriers are related to the conception of branding. It helps both academia and practitioners to understand the brand management issues faced within these organisations. This is especially relevant in an era of economic downturn, when governments lack funding and seek new resources to deliver public services; hence, not-for-profits become increasingly important in both economic and social contexts (Deborah and Alfred, 2009)

Stretching ties: social capital in the rebranding of Coos County, New Hampshire

Place rebranding is gaining in popularity as cities and rural communities alike attempt to expand their revenue streams through innovative marketing strategies that seek to revitalize or create tourism destinations. These efforts tend to come about as part of an economic development strategy pursued by communities that have borne steep economic losses resulting from global economic restructuring and the decline in traditional manufacturing, agriculture, and natural-resource extraction. Author Michele Dillon explores the role of social capital in rural wealth generation by focusing on how it was used to advance place rebranding in Coos County in northern New Hampshire

Money Down the (Brand) Drain : An exploration of the constraints of the adoption of brand strategies and the adversity facing investment in brands by Chinese suppliers

This paper explores the perception by Chinese marketing academics and consultants of benefits and constraints of the adoption of branding techniques. We explore the lived experience of Chinese branding experts to capture their experience of branding in China by means of 19 phenomenological interviews. There are differences between the Western and Chinese conception of brands, these in China serve a more social function and are associated with social processes. The Chinese economy has the characteristics of a large state economy and has large state-owned conglomerates which have strong brands as a result of Government support. Non-state owned businesses have much more difficulties innovating and building brands because of scarce resources. Business leaders in China seem to have a short term orientation, and there is evidence that they tend to select strategies based on imitation of leading brands, as well as that of manufacturing and marketing mass produced, low cost products. This proliferation of generic products and “me too” brands is complemented by a plethora of counterfeit goods. Chinese leaders do not have incentives to invest in long term innovation and brands, nor in brand management as they feel these investments cannot be protected from counterfeiting; at the same time, the competitive climate means that Chinese non-state owned companies need to be very responsive and achieve fast returns in order to survive. Policy makers should strengthen IPR protection legislation and counteract counterfeiting; foreign investors and local companies are advised to adopt mobile defense strategies for their brands

Emerging Religious Marketplace in Nigeria: A Quest for Interpretation

In contemporary Nigerian society, the evolving trends in Christian religious culture suggest that neoliberal (social) mind-set is influencing certain practices in many Churches. The objective of this paper is to examine how the above-mentioned contemporary culture influences current religious landscape. The sociological concept of commodification was adopted as a way of ‘reading’ this religious context. The research methodology combines theoretical and ethnographic approaches to this study. The research findings show that neoliberal mind-set is influencing how religious commodification shapes the characteristics of Nigerian Christian marketplace

International sport marketing : practical and future research implications

Purpose &ndash; Sport is a global product and service that many people around the world enjoy playing, watching and participating in. Whilst there has been an abundance of global media attention on sporting events such as the Olympics and World Football Cup, there seems to be a lack of integration between the sports marketing and international business disciplines both from a practical and also academic standpoint. This paper aims to discuss international sport marketing and why it is an important attribute of business-to-business marketing. Design/methodology/approach &ndash; The aim of the paper is to provide practical implications and research avenues for those seeking to further investigate international sport marketing as a unique area of academic research. The introduction to the paper focuses on the importance of sport to the global economy and how entrepreneurship is ingrained in many sport businesses and organizations. Next, different areas of international business management that relate to entrepreneurial sport marketing ventures are discussed in terms of future research directions and practical implications. These include how entrepreneurial sport ventures affect internationalization, branding, corporate social responsibility, tourism, regional development, marketing and action sports.Findings &ndash; The paper concludes by finding that there are numerous research avenues for future research on international sport marketing that combine different areas of marketing together with the sport marketing and international business literature. In addition, there is enormous potential for linking the sports marketing and international business literature through focusing on entrepreneurial sport ventures that occur worldwide.Research limitations/implications &ndash; The authors demonstrate the need to take an international perspective of sports marketing and business-to-business relationships.Practical implications &ndash; The paper discusses how and why sport firms interact in the international marketplace and how future competition will benefit from more sport-based business-to-business partnerships.Originality/value &ndash; The paper examines the important area of international sports marketing and how businesses that are both profit and non-profit orientated collaborate. The paper explores the concept of international sports marketing, and discusses the practical and future research implications of this exciting new field of marketing research.<br /

Priorities for the Italian Cultural Firms

Strategy and management are becoming priorities for the survival and growth of Italian Cultural Firms. After a decade of advantageous legislation – from several acts regarding cultural foundations to fiscal acts concerning tax incentives for private sponsors – Italian Cultural Firm are curious of Fundraising Techniques. Also through the analysis of some highlighted case histories, it will be explained of fundraising techniques for the Cultural Industry and of performances of the Italian Cultural Sector in raising private funds. Price marketing will be analyzed next to fundraising as strategies that both nourish assets and resources of the firm. Case histories will be suitable, both for visual and performing arts, in order to give evidence of what is happening on the Italian Stage.strategy, management, marketing, fundraising, culture

East Bay Coalition for the Homeless: Branding Study and Marketing Strategy

There are a number of potential positioning strategies. The two which make the most sense for the EBCH are to “position the EBCH away from others in the category” and to “position the EBCH as unique.” These strategies have the advantage of setting the EBCH apart from the other organizations that address homelessness. Occupying its own “position” in the minds of potential and current donors is not only an effective communications/marketing strategy but also a less costly one because it avoids head-to-head competition and comparisons