Branding Strategy for Non - Profits in Developing Countries: Case Study - Albania

Abstract

Regardless developed or in developing countries, the world has experienced a sudden expansion of the Non - Profit sector in recent decades. This happen because the non-profit sector is very important for the whole scheme of a country life and the rapid changes in environmental conditions. Actually dozens of nonprofit organizations operate also in Albania. However, the increase in the number of these third sector organizations has not been accompanied by an equal growth in the availability of human and financial resources. This has led to an increase in competition between nonprofit organizations for the limited sources of revenue and volunteers available. As nonprofit sector has become more competitive it is important to be able to build strong brand identity, image and personality in order to differentiate themselves in the growing nonprofit sector. In this study the two main concerns are, branding and increased competition between nonprofits. So the purpose for this study is to demonstrate the use of brand management to create distinction, and the challenges of merging branding methodologies into nonprofit organizations that operate in Albania. The data to conduct this paper were collected from the contemporary literature in this field and using a qualitative research through in depth interviews with managers of a nonprofit organization that operate in North Albania – “I CARE”.Results demonstrate there is more informal than a formal process to evaluate its brand by nonprofit organization that operates in North Albania.

DOI: 10.5901/ajis.2013.v2n9p351