Repository logo
 

Brand new : assessing the applicability of the recently published non-profit brand idea framework to the South African context : a case study of eight South African non-profit organisations.

dc.contributor.advisorJones, Nicola-Jane.
dc.contributor.authorWilliams, Kristen.
dc.date.accessioned2016-06-28T06:39:00Z
dc.date.available2016-06-28T06:39:00Z
dc.date.created2015
dc.descriptionM.A. University of KwaZulu-Natal, Pietermaritzburg 2015.en_US
dc.description.abstractThe increasing pressures on the non-profit sector, in particular reference to funding, has meant that many non-profits in South Africa are having to adapt to compete in a global funding market and to professionalise to align with funders’ demands. Many non-profits view their brand in a commercial light, primarily as a fundraising and marketing tool, however the Non-Profit Brand IDEA Model is a recently developed model that proposes a specific communication plan for brands in the non-profit sector. This model suggests that a strong brand can assist in achieving organisation impact, the ultimate goal of most non-profits. In addition, it proposes that the brand can be used to harness partnerships which alleviate the pressure for funding. As South Africa has a growing non-profit sector, this study assesses the applicability of the Non-Profit Brand IDEA framework in the South African context as it could provide a solution to the pressures facing this vital sector.en_US
dc.identifier.urihttp://hdl.handle.net/10413/13094
dc.language.isoen_ZAen_US
dc.subjectNonprofit organizations--South Africa.en_US
dc.subjectBranding (Marketing)--South Africa.en_US
dc.subjectTheses--Media and cultural studies.en_US
dc.titleBrand new : assessing the applicability of the recently published non-profit brand idea framework to the South African context : a case study of eight South African non-profit organisations.en_US
dc.typeThesisen_US

Files

Original bundle

Now showing 1 - 1 of 1
Loading...
Thumbnail Image
Name:
Williams_Kristen_2015.pdf
Size:
1.44 MB
Format:
Adobe Portable Document Format
Description:
Thesis

License bundle

Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.64 KB
Format:
Item-specific license agreed upon to submission
Description: