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.advisor | Jones, Nicola-Jane. | |
| dc.contributor.author | Williams, Kristen. | |
| dc.date.accessioned | 2016-06-28T06:39:00Z | |
| dc.date.available | 2016-06-28T06:39:00Z | |
| dc.date.created | 2015 | |
| dc.description | M.A. University of KwaZulu-Natal, Pietermaritzburg 2015. | en_US |
| dc.description.abstract | The 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.uri | http://hdl.handle.net/10413/13094 | |
| dc.language.iso | en_ZA | en_US |
| dc.subject | Nonprofit organizations--South Africa. | en_US |
| dc.subject | Branding (Marketing)--South Africa. | en_US |
| dc.subject | Theses--Media and cultural studies. | en_US |
| dc.title | 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. | en_US |
| dc.type | Thesis | en_US |