title: Fostering Corporate Reputation and Corporate Brand of a Non-profit Organisation by Developing Communication
abstract: In 21st century, in the world of social media and internet, where news and information travel very fast and everything what an organisation does is carefully scanned, and where individuals discuss matters related to an organisation with clear link to the organisation’s brand name and where an organisation cannot anymore control communication in the way it once was able to do, reputation and brand are increasingly acknowledged as valuable organisational assets. Branding and reputation management 
journal: Theseus (Ammattikorkeakoulujen)