Towards a branding framework for cause-, funding-and need-oriented charities

Tapp, Alan; Lindsay, Graeme; Sorrell, Rosemary

Abstract

One of the authors recently developed a framework of strategic orientations that charities will typically move through during their life cycle; these were termed cause, funding and need. Another author also recently investigated appropriate branding strategies for charities. It was clear that as charities move through their life stages, their strategic branding needs will change. This paper presents a discussion of those needs using branding principles adapted from both the commercial and charity sectors, before concluding with a tentative model for consideration by a communications manager of a charity requiring guidance on branding strategy. © 1999 Taylor & Francis Group, LLC.

Citation

Tapp, A., Lindsay, G., & Sorrell, R. (1999). Towards a branding framework for cause-, funding-and need-oriented charities. Journal of Marketing Communications, 5(1), 39-50. https://doi.org/10.1080/135272699345734

• Journal Article Type: Article
• Publication Date: Jan 1, 1999
• Journal: Journal of Marketing Communications
• Print ISSN: 1352-7266
• Electronic ISSN: 1466-4445
• Publisher: Taylor & Francis (Routledge)
• Peer Reviewed: Peer Reviewed
• Volume: 5
• Issue: 1
• Pages: 39-50
• DOI: https://doi.org/10.1080/135272699345734
• Keywords: charity, strategic orientation, branding
• Public URL: https://uwe-repository.worktribe.com/output/1098893
• Publisher URL: http://dx.doi.org/10.1080/135272699345734