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Organisational brand identity management: A critical asset for sustainable competitive advantage by non-profits

Third Sector Review
Volume 19 Issue 1 (2013)

Abstract: This study examines the management of organisational brand identity as a strategic resource for competitive advantage by non-profits. The key thesis of the article is that organisational brand identity is a strategic resource or valuable asset that is capable of conferring sustainable competitive advantage on a non-profit. Using the resource-based view of the firm, the paper argues that organisational brand identity management is an indispensable form of strategic capital that is capable of enhancing competitive value creation and sustainable differential advantage for a non-profit against the competition. It proposes an organisational brand identity management model for non-profits to foster a sustainable competitive edge over their competitors.

To cite this article: Amujo, COlusanmi and Laninhun, BAdeyinka. Organisational brand identity management: A critical asset for sustainable competitive advantage by non-profits [online]. Third Sector Review, Vol. 19, No. 1, 2013: 97-126. Availability: <http://search.informit.com.au/documentSummary;dn=568699471786398;res=IELAPA> ISSN: 1323-9163. [cited 21 Jul 17].

Personal Author: Amujo, COlusanmi; Laninhun, BAdeyinka; Source: Third Sector Review, Vol. 19, No. 1, 2013: 97-126 DOI: Document Type: Journal Article ISSN: 1323-9163 Subject: Brand name products--Marketing--Management; Nonprofit organizations--Economic aspects; Customer relations--Management;

Database: APAFT