Business Commons^™

Brand On The Run: The Effects Of Internal And External Stakeholder Communication Of Corporate Rebranding Efforts, Abby Vandiver

Honors Theses

A company’s most valuable asset is its brand. Not just limited to its name and logo, a brand is loosely defined as the identity of an organization. A strong brand identity can create strong customer loyalty. Changing even a part of this identity can cause confusion and ultimately revenue loss. This study examined how business owners and marketers communicate with their stakeholders when they decide a rebrand is necessary. After researching current literature on this topic, businesses in Oxford, Mississippi which have undergone a rebrand in the last decade were recruited to answer questions. Ten organizations participated either through interview …

An Imc Approach To Building Trust Among Nonprofit Donors, Catherine A. Romaine

Honors Theses

This thesis explores the role of a holistic Integrated Marketing Communications strategy within the nonprofit sector. The research aims to identify the effectiveness of different marketing communication tactics in soliciting donations for nonprofit organizations. It examines the influences and motivations of donors when choosing one organization over another for their monetary contributions. The thesis investigates the impact of specific integrated marketing strategies in building and maintaining relationships with different stakeholders such as donors, volunteers, and employees.

Through a literature review of successful nonprofits and missteps within the sector, this thesis identifies various factors that contribute to nonprofit marketing success, including …