The New Global Brands: Managing Non-Government Organizations in the 21st Century includes 12 Harvard Business School cases involving not-for-profit organizations, and bhow these organizations establish brand identities worldwide. Organizations include Amnesty Internations. Peace Winds Japan, CARE USA, and Ozfam America.
Professors Quelch and Laidler examine these aid organizations in terms of their success and struggles with traditional marketing issues such as establishing brand identity, identifying the organizational mission, communicating brand meaning, and leveraging brand values.
"This book highlights the successes and challenges confronting xome of the world;s leading and most trusted not-for-profit organizations.
- The Honorable Timothy E. Wirth, President, United Nations
Foundation
Part 1 Mission and Strategy
Part 2 Progress and Performance
Part 3 Brand Meaning
Part 4 Brand Value