<jats:title>Abstract</jats:title><jats:p>This paper describes an empirical model of brand equity for international nonprofit organizations and offers nonprofit managers suggestions for the management of their brands. The main areas of interest include:<jats:list list-type="bullet">
<jats:list-item><jats:p>A review of the importance of branding for nonprofits, the lack of a brand equity models specifically for nonprofits, and the key differences between for‐profits and nonprofits.</jats:p></jats:list-item>
<jats:list-item><jats:p>A proposed nonprofit brand equity model, based on a grounded theory and system dynamics approach.</jats:p></jats:list-item>
<jats:list-item><jats:p>A series of specific managerial recommendations, for building nonprofit brand equity.</jats:p></jats:list-item>
</jats:list> Copyright © 2008 John Wiley &amp; Sons, Ltd.</jats:p>