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)