Name: Save the Whales - Don't cry for Them! How the Social Movement Brand 'sea Shepherd Conservation Society' Eludes Compassion Fatigue Through Branding (en Inglés)
SKU: 62232390
Price: 1129.36 MXN
Availability: InStock
Author: Marcel Weigel
ISBN: 9783668169739

Formato

Libro Físico

Editorial

Grin Verlag

Autor

Marcel Weigel

Idioma

Inglés

N° páginas

142

Encuadernación

Tapa Blanda

ISBN13

9783668169739

Save the Whales - Don't cry for Them! How the Social Movement Brand 'sea Shepherd Conservation Society' Eludes Compassion Fatigue Through Branding (en Inglés)

Marcel Weigel (Autor) · Grin Verlag · Tapa Blanda

Libro Nuevo Importado

Envío: 22 a 27 días háb.

$ 1,882.27$ 1,129.36

-40%

Costos de importación incluídos en el precio ✅

Libro Nuevo

Quedan 10 unidades

$ 1,129.36

¡Envío Gratis! Llega entre el 15 Oct y el 23 Oct a CUAUHTÉMOC, Ciudad de México. Seleccionar ubicación

Agregar a lista de deseos

Reseña del libro "Save the Whales - Don't cry for Them! How the Social Movement Brand 'sea Shepherd Conservation Society' Eludes Compassion Fatigue Through Branding (en Inglés)"

Master's Thesis from the year 2015 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,7, Södertörn University (School of Culture and Education), language: English, abstract: The rising influence of neoliberalism in western societies led to a marketization of seemingly non-economic spheres of life. As a result, boundaries between non-profit organisations and state duties on the one hand and economics on the other hand have been blurring. At the same time, charitable organisations have been facing the problem of Compassion Fatigue and the need of new donor approaches to support their causes. Both challenges are in some extent interrelated with each other and can be dealt with by the use of brand logic. The aim of this thesis is to analyse how non-profit non-governmental organisation (NPNGOs) perform in a marketised world using their reputation as core of their brand creation. The new requirements NPNGOs have to meet in order to succeed in a marketised environment are worked out theoretically and applied to the example of the radical environment protection organisation Sea Shepherd. Its communication strategies and brand creation are examined through the concepts of Branding and Reputation Management which are used as related theoretical frameworks. The analysis of Sea Shepherd in terms of the theoretical frameworks, finally, provides an insightful example of how NPNGOs nowadays can act like brands. In a marketised world in which audiences are used to interact with and to project themselves into brands which meet their values, also NPNGOs have to play the game of the marketplace. Sea Shepherd's YouTube communication, its online shop along with its merchandise production, its official website and finally, its use of the logo, are vital illustrations of NPNGOs' Branding.