Abstract

The article presents an introduction to the concept of building an image and identity as an element of marketing with application in the foundation as an entity. The research has been conducted and based on the available literature on the subject. The article describes comprehensive image and identity of a foundation as a brand that can be used in practice. The publication begins with an indication of branding in the light of current literature on the subject, an explanation of the characteristics and branding practices. For the purposes of the article, a case study was conducted in the period April 2024 - June 2024. The essence of the study is, first of all, to encourage management boards/advisory boards to increase brand awareness in the foundation focusing on brand image and identity. The research shows that foundation should be treated as a brand whilst managing any charity projects. The entire publication is summarized by the conclusion and a list of literature.

Author (1)