September 2, 2004

What's the Real Value of a Nonprofit Group's 'Brand'?

To the Editor:

There are many benefits to evaluating the strength of one's brand and to using branding consistently. But Holly Hall's article ("What's in a Charity's Name?" August 5) missed some important points, by overemphasizing the novel dollar value of certain charity brands.

Rather than considering the quantitative worth of the brand, nonprofit entities would do better to measure and review particular elements used by

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