ABSTRACT
In this chapter, the authors share their experience of the branding process, drawing on marketing tools and tactics which public relations (PR) professionals can use. They explore the interactions between non-profit PR, brand management, and marketing. Then they suggest a non-profit branding model that can be a resource for a variety of non-profits. The authors identify some of the challenges facing non-profit PR, and consider what non-profits might learn from PR and advertising agencies. Many non-profits are rightly proud of their brand and brand heritage. The non-profit sector has brands that have been around for well over a hundred years, and the value of their brand equity is high. Branding stems from marketing. The use of market research, targeting, and positioning is a process known as branding. As marketing and PR converge, each field learns from the other on how to best carry out branding process. Branding is a fundamental part of the PR and marketing process, especially for non-profits.
