For profit-making companies, branding is generally second nature. But how can nonprofits use branding effectively? In ths audio lecture recorded at the 2007 Nonprofit Management Institute, Business Professor Jennifer Aaker shares her experiences studying and writing about nonprofits to identify how they may use branding to differentiate themselves, leverage limited funds, establish a reputation, inspire customer commitment, and more.

https://ssir.org/podcasts/entry/jennifer_aaker_-_creating_strong_nonprofit_brands