文档介绍：InternationalEncyclopediaofCivilSocietySpringerScience+BusinessMedia,-0-387-93996-(1)UniversityoftheWestofEngland,BristolBusinessSchool,Bristol,UKJaneHudsonEmail:Jane.******@-,,withthewarintheMiddleEastcausingpoliticalandeconomicunease,investors,customers,andemployeesarequestioningwhomtheycantrust;theabilityofafamiliarbrandtodeliverprovenvalueisundeniable(Khermouch,2002).,forexample,wasrecentlyvaluedat$(Quelchet al.,2004),mittinginternalstakeholderstotheprocess(Grounds&Harkness,1996)mercial”orevenimmoral(Ritchieet al.,1998).Furthermore,therehasbeenconcernthatformallyrecognizingacharityasabrandmayhaveanegativeimpactondonationsaspotentialdonorsmaybelievethosetobeunjustifiableexpensesandinappropriateuseofdonors’moneyinvolvedinbranding(Grounds,2005).mercial”terminology,anizationshaveincreasinglybeenconcernedwiththemaintenanceofaconsistentstyleandtoneofvoiceandensuringthataconsistentpersonalityisprojected(Tapp,1996).Furthermore,Grounds(2005)arguesthatsuchpractic