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dc.contributor.advisorHeiman, Suzetteeng
dc.contributor.authorBrannen, Kateeng
dc.date.issued2013eng
dc.date.submitted2013eng
dc.descriptionProfessional project report submitted in partial fulfillment of the requirements for the degree of Masters of Arts in Journalism from the School of Journalism, University of Missouri--Columbia.eng
dc.description.abstractThis study examines the brand-building efforts of nine nonprofit organizations through semi-structured interviews with nonprofit employees and through the grounded theory method. Questions focused on the efforts made by nonprofit organizations to build their brands, the way nonprofit employees articulate their brand identities and images and the way nonprofit organizational culture supports or hinders brand development. Results show that one great problem facing nonprofit brands is public confusion or misunderstanding of what organizations do. It is posited that, in order to build their brands, organizations need to communicate not only who they are and what they stand for, but also what they do. This study builds on research that shows the importance of nonprofits' effectiveness and differentiation for public support and provides insight into ways in which organizations can communicate to the public what they do.eng
dc.identifier.merlinb106956978eng
dc.identifier.urihttps://hdl.handle.net/10355/44610
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcollectionUniversity of Missouri--Columbia. School of Journalism. Journalism masters projectseng
dc.subjectNonprofit, Not-for-profit, Communication, Branding, Brand building, Marketing, Organizations, Charities, Identitieseng
dc.subject.FASTNonprofit organizations -- Marketingeng
dc.subject.FASTBranding (Marketing)eng
dc.subject.lcshJournalism -- Study and teaching (Internship)eng
dc.titleNonprofit communication & brand buildingeng
dc.typeBookeng


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