Hand, Karen and Murphy, Rebecca and MacLachlan, Malcolm and Carr, Stuart Colin (2022) Worlds Apart? – The Challenges of Aligning Brand Value for NGO’s. International Review on Public and Nonprofit Marketing, 19 (3). pp. 575-598. ISSN 1865-1984

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Abstract

Brands 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.

Item Type:	Article
Additional Information:	Cite as: Hand, K., Murphy, R., MacLachlan, M. et al. Worlds Apart? – The Challenges of Aligning Brand Value for NGO’s. Int Rev Public Nonprofit Mark 19, 575–598 (2022). https://doi.org/10.1007/s12208-021-00312-4
Keywords:	NGO; Brand; Purpose; Stakeholder Alignment; Moral Capital;
Academic Unit:	Assisting Living & Learning,ALL institute Faculty of Science and Engineering > Psychology
Item ID:	17138
Identification Number:	https://doi.org/10.1007/s12208-021-00312-4
Depositing User:	Malcolm MacLachlan
Date Deposited:	04 May 2023 08:41
Journal or Publication Title:	International Review on Public and Nonprofit Marketing
Publisher:	Springer Link
Refereed:	Yes
URI:	Publisher
Use Licence:	This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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