Branding effectiveness measurement in non-profit environment

Purpose Literature suggests that branding effectiveness measures are present in for-profit sectors but lacks such comprehensive measures for the non-profit sector. Moreover, most of the branding effectiveness measures are either based on brand image approach or on brand identity approach. The purpose of this paper is, therefore, to propose an integrated branding effectiveness measurement metrics for non-profit organizations (NPOs). Design/methodology/approach Judgmental and simple random sampling techniques are used for data collection. The final sample comprises 150 respondents including donors, volunteers, beneficiaries and media who were administered interview schedules. Based on the ratings given by the respondents regarding branding effectiveness parameters of the five NPOs of a major city in Northern India, branding effectiveness score of each NPO is computed. The branding measures adopted by NPOs rated high are selected in the proposed brand effectiveness metrics. Findings The proposed metrics encapsulates brand identity parameters such as management profile, vision, culture, as well as brand image parameters such as brand awareness, brand understanding, brand association of the stakeholders, etc. The metrics also link the two through brand performance parameters.