文档介绍：International Encyclopedia of Civil Society
Springer Science+Business Media, LLC 2010
-0-387-93996-4_141
Helmut K. Anheier and Stefan Toepler
Brands and Branding
Jane Hudson1
(1) University of the West of England, Bristol Business School, Bristol, UK
J a n e H u d s o n
Email: Jane.******@
Without Abstract
Introduction
The twenty-first century has panies recognize the power of a strong brand. At the time when
the global economy is subject to changing market dynamics and petition, the role of
brands in mercial domain has never been greater. Furthermore, with the war in the Middle
East causing political and economic unease, investors, customers, and employees are questioning
whom they can trust; the ability of a familiar brand to deliver proven value is undeniable (Khermouch,
2002). Brands and brand management have been key focal areas for academics and practitioners alike.
The ability of a strong brand to differentiate itself from petitors is not in question.
Nonprofit branding appears to e of age. The Habitat for Humanity brand, for example, was
recently valued at $ billion (Quelch et al., 2004) reinforcing the significance of the practice of
branding to anizations. It is argued that such recognition is well overdue. Historically,
nonprofits have been relatively slow to adopt branding practices because of difficulties mitting
inte