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Brand ‘infrastructure’ in nonprofit organizations: Challenges to successful brand building?

Chapleo, C., 2013. Brand ‘infrastructure’ in nonprofit organizations: Challenges to successful brand building? Journal of Marketing Communications, 21 (3), 199 - 209 .

Full text available as:

Chapeleo_FINAL%20VERSION%20JULY%2012.pdf - Accepted Version


DOI: 10.1080/13527266.2012.741609


The particular purpose of this study was to examine and explore the factors necessary within nonprofit organizations (NPOs) for successful branding, and challenges in their implementation. The approach was an appropriate inductive qualitative one, conducted through depth interviews with opinion formers. Although there has been some research into the variables necessary to successfully build brands, only limited work considers anything other than commercial branding contexts. The originality is that through this work both theory and practice of branding in NPOs will be better informed so that structures to support branding can be better managed. Factors considered important to branding were identified, particularly leadership, employee understanding and clear vision. It was interesting that respondents generally agreed that limited marketing budgets were not necessarily a major problem. The research also identified variables that contribute to a conceptual model of nonprofit brand management, experiential and emotional branding in particular being notable as offering possible platforms for differentiation. The work is exploratory in nature and therefore informs understanding of brand management in a nonprofit context and forms a basis for wider empirical testing.

Item Type:Article
Uncontrolled Keywords:nonprofit branding ; nonprofit brands ; nonprofit organizations ; public sector branding ; university brands
Group:Bournemouth University Business School
ID Code:22627
Deposited By: Symplectic RT2
Deposited On:12 Oct 2015 14:16
Last Modified:14 Mar 2022 13:53


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