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Author
Iwankiewicz-Rak Barbara (Uniwersytet Ekonomiczny we Wrocławiu), Mróz-Gorgoń Barbara (Uniwersytet Ekonomiczny we Wrocławiu)
Title
The Role of Branding in the Non-profit Organizations
Rola brandingu w organizacjach non-profit
Source
Handel Wewnętrzny, 2017, nr 2, s. 125-134, rys., bibliogr. 25 poz.
Keyword
Budowanie świadomości marki, Organizacje non-profit, Marketing
Branding, Non-profit organisations, Marketing
Note
JEL Classification: M39
streszcz., summ., rez.
Abstract
Organizacje non-profit występują w wielu kształtach i formach, zaś za swój cel obrały udzielanie niekomercyjnej pomocy w różnych sferach potrzeb, zatem istnieje wiele definicji organizacji niekierujących się osiąganiem zysku. Celem artykułu jest zidentyfikowanie uwarunkowań i sposobów na proces tworzenia brandingu przez organizacje non-profit, jak również zbadanie, jak proces brandingu jest postrzegany przez zarządzających marką tych organizacji na polskim rynku z użyciem koncepcji IDEA (ang. integrity, democracy, ethics i affinity - rzetelność, demokracja, etyka i podobieństwo). W charakterze implikacji praktycznej wejrzenie w to pozwoli menedżerom organizacji wolontariackich lepiej zrozumieć wizerunek marki ich własnej i innych organizacji oraz mieć bardziej strategiczne podejście do procesu brandingu. Artykuł badawczy został oparty na studiach literatury i analizie sprawozdań oraz na własnych badaniach autorek. (abstrakt oryginalny)

Non-profit organizations come in many shapes and forms, and have- as their purpose to provide non-commercial help in different areas of need and that is why there are many definitions of non-profit organizations. The aim of the article is identification of the determinants and ways of creating branding process by NPOs as well as to examine how the process of branding is perceived by the brand managers of these organizations on the Polish market, using the IDEA concept. As a practical implication, this insight will allow managers of volunteer organizations to have a more clear understanding of their and other organizations' brand image, and to take a more strategic approach to branding process. The research article was based on literature studies and analysis of reports and authors' own research. (original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
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Bibliography
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ISSN
0438-5403
Language
eng
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