BRANDING OF NON-PROFIT ORGANIZATIONS EXEMPLIFIED BY LIBRARIES
BRANDING OF NON-PROFIT ORGANIZATIONS EXEMPLIFIED BY LIBRARIES
Author(s): Dita HommerováSubject(s): Media studies, Library and Information Science, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: advantages and disadvantages; brand; branding; library; trends;
Summary/Abstract: This paper presents the importance of branding in the non-profit sector represented by libraries. Its recommendations for libraries are presented in the form of a comparison with the branding of libraries in other countries and selected results of research conducted in the non-profit sector in the Czech Republic. Also presented in the paper are the advantages and disadvantages of the implementation of branding in libraries. Last but not least, the paper outlines the key trends in branding.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 73-83
- Page Count: 11
- Language: English