The new global brands

the long version

"The New Global Brands: Managing Non-Government Organizations in the 21st Century includes 12 Harvard Business School cases involving not-for-profit organizations, and how these organizations establish brand identities worldwide. Organizations include Amnesty International, Peace Winds Japan, CARE USA, and Oxfam America. Professors John Quelch and Nathalie Laidler examine these aid organizations in terms of their success and struggles with traditional marketing issues such as establishing brand identity, identifying the organizational mission, communicating brand meaning, and leveraging brand values."--BOOK JACKET.