Literature increasingly acknowledges stakeholders’ voluntary involvement in formerly internal processes and structures of nonprofit organizations. This article contributes to extant literature by investigating how stakeholders get involved in and co-create brand strategy, a core intangible asset for nonprofit organizations. To this end, the article conceptualizes the process of nonprofit brand strategy co-creation from a strategy-as-practice perspective and empirically investigates this process in the context of a child care facility. The article identifies four processes characterizing strategic branding praxis—informing, relating, caring, and reassuring—that manifest in a variety of situated practices and foster the maintenance of a strategic status quo. The data further show a dynamic interplay of stability and adaptation shaped by individual, organizational, and market contexts. These findings provide the basis for proposing a model of brand strategy co-creation that synthesizes the social and contextual dynamics characterizing brand strategy development in a nonprofit context.
- Nonprofit context