Branding Strategy for Non - Profits in Developing Countries: Case Study - Albania (original) (raw)
2013, Academic Journal of Interdisciplinary Studies
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BRANDING IN NONPROFIT ORGANIZATIONS- THE CASE OF ALBANIA
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The non-profit sector is very important for the whole scheme of a country life. Dozens of nonprofit organizations actually operate in Albania. During the last 20 years there has been a significant increase in the number of non-profit organizations, because of the rapid changes in environmental conditions. As nonprofit sector has become more and more competitive in seeking sources of revenue and volunteers, it is important to be able to build strong brand identity, image and personality in order to differentiate themselves in the growing nonprofit sector. The use of branding in traditional for-profit organizations has led to well recognized logos and company names that have become a part of everyday culture. Brands become important during 1990 for nonprofit companies too, in order to in differentiate themselves. As result, nonprofit management has borrowed age-old marketing strategies from mainstream corporations to increase awareness and effectively compete against all force that seek contributions. So the commercialization of non-profit organizations through marketing mechanisms has recently become important. The purpose of this study is to demonstrate the use of brand management to create distinction, and the challenges of merging branding methodologies into nonprofit organizations that operate in Albania. The data to conduct this paper were collected from the contemporary literature in this field and using a qualitative research through the depth interviews with managers of a nonprofit organization that operate in North Albania. Results demonstrate it is a lack of a formal process to evaluate its brand by nonprofit organization that operates in North Albania.
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Non-profit organizations come in many shapes and forms, and haveas their purpose to provide non-commercial help in different areas of need and that is why there are many definitions of non-profit organizations. The aim of the article is identification of the determinants and ways of creating branding process by NPOs as well as to examine how the process of branding is perceived by the brand managers of these organizations on the Polish market, using the IDEA concept. As a practical implication, this insight will allow managers of volunteer organizations to have a more clear understanding of their and other organizations’ brand image, and to take a more strategic approach to branding process. The research article was based on literature studies and analysis of reports and authors’ own research.
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