Not-for-profits

Michael Morley

Chapter 9 in The Global Corporate Brand Book, 2009, pp 112-123 from Palgrave Macmillan

Abstract: Abstract The world was initially skeptical when the first Edelman Trust Barometer in 2001 reported that the corporations that were at the top of most previously published brand rankings were outperformed by some of the best-known non-governmental organizations (NGOs). In Europe, Oxfam, Amnesty International, Greenpeace and World Wildlife Fund were in the top ten list of most trusted names, along with Microsoft and Coca-Cola.

Keywords: Cerebral Palsy; World Wildlife Fund; Rational Meaning; Luxury Brand; Charity Organization (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23945-6_10

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DOI: 10.1057/9780230239456_10

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