评估非营利性和慈善品牌-真正的洞察力或只是烟雾和镜子

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2005-05-01 DOI:10.1002/NVSM.16

D. Haigh, S. Gilbert

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引用次数: 20

摘要

品牌引入了情感决策标准，在非营利部门区分所有品牌。品牌使需求曲线向上平移，成本曲线向下平移。其结果是更高的营业额、利润和剩余的“消费者效用”。品牌资产是一种衡量情感储备的方法，它显示了需求曲线的移动程度以及未来的现金流。品牌估值是这些未来现金流的缩影。David Haigh和Stephen Gilbert的文章描述了这三个概念是如何结合在一起的，并解释了它们如何以及为什么成为营销和财务管理的最佳实践。版权所有©2005 John Wiley & Sons, Ltd

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Valuing not‐for‐profit and charity brands—real insight or just smoke and mirrors

Brands introduce emotional decision-making criteria, differentiating all brands across the not-for-profit sector. Brands shift the demand curve upwards and the cost curve downwards. The result is higher turnover, profit and surplus ‘consumer utility’. Brand equity is a measure of the emotional reservoir that shows how far the demand curve has moved and what the future cash flows will be. Brand valuation is a snapshot of those future cash flows. David Haigh and Stephen Gilbert's article describes how these three concepts fit together and explains how and why they have become best practice in marketing and financial management. Copyright © 2005 John Wiley & Sons, Ltd.

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.