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Worlds Apart? – The Challenges of Aligning Brand Value for NGO’s

Author

Listed:
  • Karen Hand

    (Strategy & Research)

  • Rebecca Murphy

    (Maynooth University)

  • Malcolm MacLachlan

    (Maynooth University)

  • Stuart Colin Carr

    (Massey University)

Abstract

Brands are increasingly part of how international aid and development Non-Government Organisations (NGOs) operate, but there are challenges in aligning NGO brand value across diverse stakeholders. This research explores how key decision makers within one major NGO – Oxfam—construct the challenges of brand value alignment, using an Interpretative Phenomenological Analysis methodology. Three master-themes emerge demonstrating key tensions around aligning NGOs brand value: the difficulty of balancing competing stakeholder needs, the internal cultural conflict around branding, and the existential dilemma underlying the societal effectiveness of NGOs. This paper proposes that NGOs can better navigate these intra—brand tensions using Brand-as-Purpose as an organizing principle; framing shared identity, creating a dynamic container for stakeholder interests and cultivating Moral Capital strongly anchored in increasing recipient wellbeing. This paper is one of the first pieces of research which explores how NGOs make sense of aligning brand value in the context of complex stakeholder cultures and recipient sovereignty. Brand-as Purpose is put forward as an organizing principle to help balance three key tensions around brand value alignment. This paper proposes that Moral Capital anchored in recipient wellbeing underpins NGO brand value and societal legitimacy and needs to be paramount in how NGO’s establish and legitimize their brands.

Suggested Citation

  • Karen Hand & Rebecca Murphy & Malcolm MacLachlan & Stuart Colin Carr, 2022. "Worlds Apart? – The Challenges of Aligning Brand Value for NGO’s," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 575-598, September.
  • Handle: RePEc:spr:irpnmk:v:19:y:2022:i:3:d:10.1007_s12208-021-00312-4
    DOI: 10.1007/s12208-021-00312-4
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    References listed on IDEAS

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