The practice of branding applied to charities. Charities are fundamentally different to commercial companies. Therefore — even though branding is rooted in the commercial world — branding within the charity sector has to follow slightly different rules.

Books/Publications

Olins, Wally, On Brand, London: Thames and Hudson, 2003,
Saxton, Joe, Polishing the Diamond: Values, Image and brand as a Source of Strength for Charities, nfpSynergy, 2002