"The role of brand within nonprofit organizations is therefore cyclical and can be captured in a model we call the Role of Brand Cycle. In this model, brand is nested within organizational strategy, which in turn is nested within the mission and values of the organization. Brand plays a variety of roles that, when performed well, link together in a virtuous cycle. A well-aligned identity and image position the organization to build internal cohesion and trust with external constituents. Organizations can leverage these to strengthen internal capacity and achieve impact in the world. The resulting reputation then enhances the identity and image of the brand with which the cycle began. (For a diagram of this model, see ""The Role of Brand Cycle."")  The Role of Brand in the Nonprofit SectorBy Nathalie Kylander & Christopher Stone"
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