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dc.contributor.authorSullivan Mort, Gillianen_US
dc.contributor.authorWeerawardena, Jayen_US
dc.contributor.authorWilliamson, Bretten_US
dc.contributor.editorRichard Vareyen_US
dc.date.accessioned2017-05-03T11:41:04Z
dc.date.available2017-05-03T11:41:04Z
dc.date.issued2007en_US
dc.date.modified2009-10-30T04:41:04Z
dc.identifier.issn14413582en_US
dc.identifier.urihttp://hdl.handle.net/10072/18184
dc.description.abstractWhilst brand management as a specific sub-field of marketing management is well developed in business research, it is still an emerging area in non-profit organisations. Non-profit organisations are faced with distinct brand challenges, which include issues related to multiple stakeholders in managing the brand and the need to negotiate partnering and sponsorship arrangements. Newly established non-profit organisations can begin their organisational development with strong branding strategies, however many established non-profit organisations have a strong brand heritage, which requires special preservation, renewal and extension strategies. This paper uses a case study methodology to examine the branding issues in Surf Life Saving Australia, a volunteer community beach safety organisation that holds a unique position in the Australian community and cultural psyche, which nevertheless must continually renew and extend its brand heritage in order to achieve its evolving organisational objectives. While the organisation is unique, the paper identifies issues in stakeholder brand management and brand preservation, renewal and extension with wider theoretical and practical implications for non-profit organisations and contemporary perspectives on branding.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.format.extent16332018 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherAustralian and New Zealand Marketing Academyen_US
dc.publisher.placeSydneyen_US
dc.publisher.urihttp://www.anzmac.org/Default.aspx?page=2074en_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom108en_US
dc.relation.ispartofpageto119en_US
dc.relation.ispartofissue2en_US
dc.relation.ispartofjournalAustralasian Marketing Journalen_US
dc.relation.ispartofvolume15en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode350204en_US
dc.titleBranding in the Nonprofit Context: The Case of Surf Life Saving Australiaen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.rights.copyright© The Author(s) 2007. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this journal please refer to the publisher's website or contact the authors.en_US
gro.date.issued2007
gro.hasfulltextFull Text
gro.griffith.authorSullivan Mort, Gillian


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