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Not-for-profits

In: The Global Corporate Brand Book

Author

Listed:
  • Michael Morley

Abstract

The world was initially skeptical when the first Edelman Trust Barometer in 2001 reported that the corporations that were at the top of most previously published brand rankings were outperformed by some of the best-known non-governmental organizations (NGOs). In Europe, Oxfam, Amnesty International, Greenpeace and World Wildlife Fund were in the top ten list of most trusted names, along with Microsoft and Coca-Cola.

Suggested Citation

  • Michael Morley, 2009. "Not-for-profits," Palgrave Macmillan Books, in: The Global Corporate Brand Book, chapter 9, pages 112-123, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23945-6_10
    DOI: 10.1057/9780230239456_10
    as

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