Whilst brand management as a specific sub-field of marketing management is well developed in business research, it is still an emerging area in non-profit organisations. Non-profit organisations are faced with distinct brand challenges, which include issues related to multiple stakeholders in managing the brand and the need to negotiate partnering and sponsorship arrangements. Newly established non-profit organisations can begin their organisational development with strong branding strategies, however many established non-profit organisations have a strong brand heritage, which requires special preservation, renewal and extension strategies. This paper uses a case study methodology to examine the branding issues in Surf Life Saving Australia, a volunteer community beach safety organisation that holds a unique position in the Australian community and cultural psyche, which nevertheless must continually renew and extend its brand heritage in order to achieve its evolving organisational objectives. While the organisation is unique, the paper identifies issues in stakeholder brand management and brand preservation, renewal and extension with wider theoretical and practical implications for non-profit organisations and contemporary perspectives on branding.
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