Naslov
The importance of corporate identity and corporate branding in non-profit organization

Autori
Jukić, Dinko

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
22 International Scientific Conference: Strategic Management and Decision Support Systems in Strategic Management / Grubor, A. - Subotica : Ekonomski fakultet Subotica ; Ekonomski institut Beograd, 2017, 621-629

ISBN
978-86-7233-362-6

Skup
22 International Scientific Conference: Strategic Management and Decision Support Systems in Strategic Management

Mjesto i datum
Subotica, Srbija, 18.05.2017. - 19.05.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
corporate branding, Corporate Identity Mix, organization

Sažetak
Corporate branding in nonprofit organization is a relatively new term in school management. The basic element of the marketing process of education makes the service itself, ie employees in education. This paper analyzes the role of employees in the construction of a brand that is specific to the school management. We describe a model for managing brands through brand identity, image and corporate reputation. The models that were used are The ACID Test of Corporate Identity Management, The Corporate Identity Mix and Keller's CBBE model. We analyzed the service from the aspect of creating the brand which is based on Kapferer's brand metaphor connecting the role of employees as providers and promoters of corporate identity. Finally, we review brand perceptions as key factor in building corporate performance in nonprofit organizations such as school management. The importance of corporate image, corporate reputation and communication is crucial for creating Communicated identity. Also, we indirectly achieve desired identity based on the creation of communication identity of the organization.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA