What are the nine important brand concerns upon which nonprofits must focus (according to Keller)?
What will be an ideal response?
• Does the brand have sufficient salience?
• Does the brand have a fuzzy image?
• Does the brand achieve "points of parity?
• Does the brand have a reality problem or a perception problem?
• Nonprofits must track both perceptions and feelings with regard to the brand – are they doing that?
• Did the nonprofit find a "brand champion" to support the brand internally?
• Does the nonprofit make sure that everyone is "singing the same song" — ensuring both internal and external branding communication?
• To strengthen and focus the brand does the nonprofit use – when resources permit – a branding specialist to help the organization maximize its investment in the brand?
• Does the nonprofit continuously monitor the branding program and make changes when needed?
You might also like to view...
Sherman has three bonds with a $1,000 par value that pay a 9% coupon interest rate. How much will he earn every six months?
A) $27 B) $90 C) $135 D) $202.50 E) $270
Individual investors who grow up and live during a time of high stock returns are more likely to invest in stocks
Indicate whether this statement is true or false.