Worlds Apart? – The Challenges of Aligning Brand Value for NGO’s

Simple item page
dc.citation.issue3
dc.citation.volume19
dc.contributor.authorHand K
dc.contributor.authorMurphy R
dc.contributor.authorMacLachlan M
dc.contributor.authorCarr SC
dc.date.accessioned2023-11-05T23:01:42Z
dc.date.accessioned2023-11-07T22:21:44Z
dc.date.available2023-11-05T23:01:42Z
dc.date.available2023-11-07T22:21:44Z
dc.date.issued2022-09-01
dc.description.abstractBrands are increasingly part of how international aid and development Non-Government Organisations (NGOs) operate, but there are challenges in aligning NGO brand value across diverse stakeholders. This research explores how key decision makers within one major NGO – Oxfam—construct the challenges of brand value alignment, using an Interpretative Phenomenological Analysis methodology. Three master-themes emerge demonstrating key tensions around aligning NGOs brand value: the difficulty of balancing competing stakeholder needs, the internal cultural conflict around branding, and the existential dilemma underlying the societal effectiveness of NGOs. This paper proposes that NGOs can better navigate these intra—brand tensions using Brand-as-Purpose as an organizing principle; framing shared identity, creating a dynamic container for stakeholder interests and cultivating Moral Capital strongly anchored in increasing recipient wellbeing. This paper is one of the first pieces of research which explores how NGOs make sense of aligning brand value in the context of complex stakeholder cultures and recipient sovereignty. Brand-as Purpose is put forward as an organizing principle to help balance three key tensions around brand value alignment. This paper proposes that Moral Capital anchored in recipient wellbeing underpins NGO brand value and societal legitimacy and needs to be paramount in how NGO’s establish and legitimize their brands.
dc.format.pagination575-598
dc.identifier.citationHand K, Murphy R, MacLachlan M, Carr SC. (2022). Worlds Apart? – The Challenges of Aligning Brand Value for NGO’s. International Review on Public and Nonprofit Marketing. 19. 3. (pp. 575-598).
dc.identifier.doi10.1007/s12208-021-00312-4
dc.identifier.eissn1865-1992
dc.identifier.elements-typejournal-article
dc.identifier.issn1865-1984
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/69070
dc.publisherSpringer Nature
dc.relation.isPartOfInternational Review on Public and Nonprofit Marketing
dc.rights(c) The author/s CC BYen
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/en
dc.titleWorlds Apart? – The Challenges of Aligning Brand Value for NGO’s
dc.typeJournal article
pubs.elements-id449109
pubs.organisational-groupOther
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Published
Size:
878.83 KB
Format:
Adobe Portable Document Format
Description:
Download
Collections
Journal Articles