Business Commons^™

Branding Lazos De Amor: Importance And Challenges Of Branding Small Non-Profits, The Journey Towards A Better Brand., Sugey Terrero

Capstone Collection

Branding is an integral journey that precedes, includes and surpasses any marketing and advertising effort; it entails an internal process of self-discovery, combined with the exportation (marketing) of organizational values through visual and tangible means (advertising). This capstone focused on the following questions: why is branding important for non-profits? What factors contribute to non-profits not focusing on branding? In addition, what strategies can small non-profits use to develop and manage their brand more effectively? The first question was explored through literature, while the second was explored both theoretically and empirically beginning with an analysis of why branding is a challenging …