Brand Identity or Client Accountability: Who decides?
I was surprised by Brown & Dacin's finding that consumers' perception of an organization can influence -- and even outweigh -- their perception of a product. Is that an example of excellent consumer relations or uneducated consumers?
When this model is applied to nonprofit organizations, does it allow the organization to attend to image-related issues at the expense of program quality? Could this be a way of putting donor desires over client needs?
While Kim Hyojin, author of "Branding of Nonprofit Organizations," stated that "branding of an organization does not justify poor products or services," the author does not provide any data regarding the extent to which the practice of branding to avoid quality might occur. Furthermore Hoeffler and Keller affirm the link between good branding and good reputation through their discussion of brand recognition, credibility, and personality.
Do we think brand identity can overshadow accountability?
When this model is applied to nonprofit organizations, does it allow the organization to attend to image-related issues at the expense of program quality? Could this be a way of putting donor desires over client needs?
While Kim Hyojin, author of "Branding of Nonprofit Organizations," stated that "branding of an organization does not justify poor products or services," the author does not provide any data regarding the extent to which the practice of branding to avoid quality might occur. Furthermore Hoeffler and Keller affirm the link between good branding and good reputation through their discussion of brand recognition, credibility, and personality.
Do we think brand identity can overshadow accountability?
posted by Anonymous @ 8:22 PM
1 Comments:
At 6:04 PM, November 06, 2006,
austin said…
For a nonprofit, perception of the organization and perception of the product are one in the same. The product is the nonprofit. People donate to a nonprofit because they like what the nonprofit does to help whatever situation they are meant to help. If the nonprofit is providing shoddy service, the nonprofit itself becomes shoddy.
For a user of a nonprofit, if the service they are seeking is subpar, the user views the organization as being subpar. No matter how great the organization tries to make itself, the end user experiences the product. For a first-time user, the perception of the organization may get them in the door, but the service will either keep them there or turn them away.
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