Conceptualizing brand orientation in non-profit contexts: A new perspective

Abstract

The comprehensive understanding and application of brand orientation, an aspect of organizational culture, seems to have limited practical relevance in the non-profit context. This paper investigated the definition of brand orientation by Thai scholars and practitioners in government, non-profit, and public sectors. Interview data underwent qualitative thematic analysis, delivering the proposed definition: non-profit brand orientation is an assigning importance to and acknowledges non-profit organizations as brands with aligned missions, visions, and values. It also serves reciprocally among all employees and is communicated through brand identity, seeking to communicate a brand’s stance and values, both internally and externally, for members, customers, and other stakeholders. This definition can guide scholars and practitioners on corporate-style branding practices and strategies for non-profit organizations.